Exploring Consumers' Repeat Purchase Intentions in Green Economy

Today, when pollution and other environmental happenings are becoming increasingly hard in the world, the public feel of people that their life are facing dangers from environmental pollution of the earth. Thus, more and more consumers may hope to pay attention to buy green products, such as organic goods/foods and new power for transporting goods/foods or passengers. In the recent years, Owing to the increasing crucial degree of consumer green buying/consumption behavior has become a leading research issue. The green beliefs toward environmental friendly concerns also differ through involving economical and social affairs. Accordingly, this paper focuses on examining consumers' green repeat purchase intention based on the theory of expectation-confirmation theory (ECT) and theory of perceived value as the main core. Simultaneously, the purpose of this study also intends to find factors that influence consumers' intention of buying green products and to prove how perceived value and satisfaction all direct affect consumer repeat purchase intention of buying green products. This research adopted a quantitative approach for the matters of data collection. Using the valid sample of 244 respondents, the questionnaire was developed and conducted in an online shopping website of green products filling out the survey completely. Next, the data was assessed with structural equation modeling (SEMj, and confirmatory factor analysis (CFA). All hypotheses were tested by SmartPLS 2.0 if the empirical data conform to the proposed research model. The results find that the correlation among trust, perceived quality, perceived value, satisfaction and consumer repeat purchase intention of buying green products. Moreover, our research model investigates that satisfaction and perceived value playas the key predictor in the impact of repurchase intentions of buying green products. Finally, all the research proposed model findings of this study would give proper comments and suggestions with implications for the academic and practical meanings, including research limitations and future research direction.