The Impact of Consumers Trust in Green Products: The Study in Pakistan Market

Abstract

Previous research investigated how product qualities influence consumer trust. Still, additional research is needed to understand how product qualities influence consumer trust, as well as the mediating mechanisms that underpin this relationship. Given that diverse product features influence consumer trust, the current study investigates how internet purchasing affects consumer behavior. The study's findings revealed that green product qualities are most strongly connected with customer trust. Furthermore, green products were found to influence green product features and customer trust. Marketing practitioners interested in branding strategies in the context of online buying will find these insights useful not only for academics but also for marketers.