JSR

Background: This study draws from buyer behavior and green marketing research and from the literature on relationship marketing, to test a model that compares strategies to raise consumers’ green perceived value (GPV) through trust and satisfaction with green products. The study explores strategies to increase consumers’ intention to buy a brand’s green products in one developed (Germany) market and one developing (Brazil) market. Methods: Data was collected through a self-administered online survey in Germany (n = 145) and in Brazil (n = 209). The hypothesized model was tested using structural equation modeling analysis. Results: Findings reveal that the effects of price value in increasing consumers’ trust and their satisfaction with green brands and products are greater in Brazil. Perceived quality drives trust and satisfaction in both countries. Mediation results demonstrate that, both green brand trust and satisfaction with green products are key relational mediators between quality and price and a buyer’s intention to purchase green products in Germany and Brazil alike. However, country differences indicate that perceived quality (in Germany) and price value (in Brazil) drive purchase intention only to the extent that they contribute to build a brand’s green reputation and meet customers’ expectations. Conclusions: This study highlights the influential role of economic factors in developing markets, of functional factors in developed markets, and of relational factors in both markets in shaping a buyer’s green purchase intentions. Overall, marketers are advised to provide high quality green products to global consumers at a reasonable price, especially in emerging markets.

green perceived value; price; quality; green brand trust, green satisfaction; intention to buy green products; developed vs. developing markets