The Effect of Green Perceived Quality and Green Perceived Risk on Green Trust According to the Role of Green Satisfaction

Today it is important to establish high quality relationships with customers in order to enhance their perceived products and services quality and reduce their perceived risk which, in turn, will lead to create a sense of trust and loyalty among customers. Thus, creating a new dimension of trust called green trust and identifying factors affecting it can be a new challenge facing companies. Therefore, in the present research, the effect of green perceived quality and green perceived risk on green trust according to the role of green satisfaction has been studied. For this purpose, required data were collected using simple random sampling method and questionnaire tool. This research is an applied-survey one. Also, data were analyzed using structural equation modeling via AMOS software. The results indicated that green perceived quality and risk have significant impact on green trust and satisfaction.