Analysis on Consumer Repeat Purchase Behavior of Buying Green Products

The need for green products can vary due to differences in cultural beliefs and consumers' active sharing and participation on green environmental issues in the world. The cultural beliefs toward environmental friendly events also differ through involving social and economic matters. Therefore, this study looks for understanding consumers' green repeat purchase intention based on the theory of perceived value. Concurrently, the purpose of this study also intends to detect variables that affect consumers' intention of buying green products and to verify how store service quality and perceived value simultaneously influence consumer repeat purchase intention of buying green products. A quantitative approach was adopted for data collection. Using a sample of 228 members, a survey was developed and conducted in well-known online shopping website of green products filling out the questionnaires completely, and then evaluated with structural equation modeling, and confirmatory factor analysis was also applied, using SmartPLS 2.0, to test if the empirical data conform to the proposed model. Results indicate that this study find that perceived value and store service quality clearly play important roles in influencing consumer repeat purchase intention of buying green products. To the end, a proposed model is developed to realize green repeat purchase intention of consumers and all the consequences with implications for theory and practice would be further discussed, too.