Research about consumer purchase behavior of energy-efficient appliances: The mediating role of green perceived value and green trust

Abstract

Abstract: The purpose of this study is to investigate the impact of online product reviews on the purchase behavior of consumers regarding energy-saving household products in Hanoi. Drawing on the StimulusOrganism-Response theory, a survey questionnaire was administered to 275 consumers during two months from August 2023 to October 2023. Results reported that online product reviews positively influence consumers’ purchase intention in both direct and indirect ways via green perceived value and green trust., which is positively related to purchase behavior. The findings provide several managerial implications to retailers of energy-efficient appliances and marketing managers to promote consumer purchase of energysaving household products.