Modelling the Relationship among Green Purchase Intention, Green Trust and Greenwashing: A Mediated Approach

The findings showed that: (1) Green Purchase Intention was negatively and significantly influenced by Green Scepticism whereas positively influenced by Green Trust and Green WOM but not influenced by Green Confusion; (2) Green Trust was negatively and significantly influenced by Green Scepticism and Green Washing whereas positively influenced by Green WOM but there is no significant influence of Green Confusion on Green Trust; (3) there is no evidence of direct association between Green Washing and Green Purchase Intention while there is a significant indirect association through Green Trust, Green WOM and Green Scepticism, which acted as full mediators in the relationship but Green Confusion does not have any mediating effect between the relationship; (4) Green WOM and Green Scepticism acted as partial mediators between Green Washing and Green Trust but Green Confusion does not have any mediating effect between the relationship.研究结果表明：(1) 绿色怀疑主义（Green Scepticism）对绿色购买意愿（Green Purchase Intention）具有显著负向影响，绿色信任（Green Trust）与绿色口碑（Green WOM）对其具有显著正向影响，而绿色困惑（Green Confusion）对其无显著影响；(2) 绿色怀疑主义与绿色洗绿（Green Washing）对绿色信任具有显著负向影响，绿色口碑对其具有显著正向影响，而绿色困惑对绿色信任无显著影响；(3) 绿色洗绿与绿色购买意愿之间不存在直接关联，但二者间存在通过绿色信任、绿色口碑与绿色怀疑主义实现的显著间接关联，上述三者在该关系中发挥完全中介作用，而绿色困惑在该关系中未体现任何中介效应；(4) 绿色口碑与绿色怀疑主义在绿色洗绿与绿色信任的关系中发挥部分中介效应，而绿色困惑在该关系中未体现任何中介效应。