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The Impact of Perceived Risk on Green Purchase Intention Mediated by Green Trust and Green Attitude: A Structural Equation Modelling

사회과학 경영학

  • 저자

    Hermanto Hermanto

  • 발행기관

    사람과세계경영학회

  • 발행연도

    2026년 vol.31 , no.2 , pp.147~161

  • 작성언어

    영어

  • 조회수 53
  • 공유 5

부가정보

국문 초록 (Abstract)

Purpose: The current research aims to examine the impact of perceived risk on green purchase intention and examine the possible mediation role of green trust and green attitude on the relation of perceived risk to green purchase intention among street food customers.
Design/methodology/approach: Quantitative research with a survey research design was utilized, and 536 food customers were selected based on a purposive sampling method to participate in the current study. The data gathered were analyzed through structural equation modelling (SEM) to examine the intercorrelation between the variables studied. The minimum of 0.5 for AVE, less than 0.85 for HTMT, 0.7 for Cronbach Alpha and CR, and the minimum of 0.80 for factor loading confirm the validity and reliability of the measurement model.
Findings: The hypothesis testing through path analysis confirms the direct significant impact of perceived risk on green purchase intention, and indirect analysis confirms the mediating role of green trust and green attitude on the significance of the perceived risk to green purchase intention. Furthermore, R-square confirms that the green attitude and green purchase intention were moderately explained by their predictor variable, while green trust was weakly explained by its predictor variable. Based on the F-square result, it was found that green attitude has a moderate effect on green purchase intention, perceived risk has a small effect on green purchase intention and green trust, green trust has a very large effect on green attitude, and green trust has a small effect on green purchase intention. Other than that, the current research found that green trust is the most influential and well-performing variable among these variable correlations.
Research limitations/implications: This study focuses only on street food consumers and uses purposive sampling, which may limit generalizability. Future research could use broader samples or longitudinal designs to better explore the links between perceived risk, green trust, green attitude, and green purchase intention.
Originality/value: The originality of this research lies in its integrated examination of the mediating roles of green trust and green attitude in the relationship between perceived risk and green purchase intention within the underexplored context of street food consumers.