The Role Of Green Satisfaction And Green Trust In The Relationship Between Green Perceived Value And Green Loyalty For Electrical/Electronic Appliances

Abstract

The study assessed the role of green satisfaction and green trust in the relationship between green perceived value and green loyalty for electrical appliances. This study used a descriptive survey because it adopted the use of questionnaires. The sample size for the survey was 438 population of masters’ students of AAMUSTED in Kumasi Ashanti. The technique was based on purposive sampling. The study data was analyzed using Structural Equation Modelling (SEM), analysis such as exploratory and confirmatory factor analysis, discriminant validity and reliability analysis from Cronbach Alpha was performed using SPSS (version 23) and Amos (version 23). Based on the hypothesis, the findings illustrated that the indirect effect of Green perceived value through green satisfaction on green loyalty was proved significant and the moderating variable green trust was supported to be significant in the relationship between green satisfaction and green loyalty. The study also contributed to Theory of Planned Behavior. The study broadly looked at the green concepts solely on electrical appliances consumers which was keenly limited in scope. Since green perceived value was proved to be statistically significant, it is recommended that management must invest in intensive advertisement of green products and it is usefulness in other to influence consumer’s purchasing power of green product. Management should not just sell products that are environmentally friendly but must also be practical towards it in community they may be situated in. For instance, Management could practice corporate social responsibility that would be geared towards green goals. The value of this study focused on green perceived value, green satisfaction as a mediator and green trust as a moderator and green loyalty. The uniqueness of this study is the mediating and moderating variables introduced.