This study investigates the role of green perceived value, green trust and perceived quality on the adoption behavior of green consumers. A survey was conducted using a sample of 188 respondents and a partial least squares approach was used to validate the research model. The research results show that both green perceived value and perceived quality have a direct influence on green purchase intention. Green trust also mediates the relationship between green perceived value and green purchase intention, which in turn predicts the purchase behavior of green products. The research results indicate that the drivers of green product adoption are represented by green perceived value, green trust, and perceived quality. Marketers should be putting more emphasis in this relatively new approach of green marketing strategies to induce purchase and adoption of green products by creating competitive advantages for the company.

• Aris Y. C. Lam(Hong Kong Polytechnic University)
• Mei Mei Lau(Hong Kong Polytechnic University)
• Ronnie Cheung(Hong Kong Polytechnic University)