Green HRM Practices And Consumers’ Green Purchase Intentions:Exploring The Mediating Role Of Green Trust And Moderating Role Of Consumer Skepticism

The growing concern of public through print and electronic media have forced the business organizations to become green.However,the decision to become green is very challenging because it is associated with huge cost and efforts.On the other hand,recent stream of research and surveys are continuously highlighting the decline in the market share of green products and increasing skepticism of customers which have grasp the attention of researchers to extend the findings from new perspectives so that attitude-behavior gap can be reduced.To respond the ongoing calls for research in the arena of green marketing,a theoretical model has been formed based on the foundation of theory of reasoned action containing an independent variable(GHRM),one dependent variable(consumers’ green purchase intentions),one mediating variable(green trust)and one moderating variable(consumer skepticism).Survey strategy was utilized to gather information from the participants of thesis from Hangzhou and two other main territories i.e.Zhejiang and Shanghai by utilizing the already established measures in the arena of green marketing.Finally,416 useable responses were further analyzed by using the statistical tools such as structural equation modeling.The results revealed that implementation of GHRM practices plays an influential role in raising the consumers’ green purchase intentions.Subsequently,it was also identified that consumer trust mediate the relation between GHRM and consumers’ green purchase intentions.Lastly,findings suggest that consumer skepticism moderate the relationship between green trust and consumers’ green purchase intentions.The thesis was summarized by shedding light on the theoretical,contextual and managerial inferences followed by research avenues which may be explored in further research studies.