The effect of consumer values on environmental concerns regarding the moderating role of trust in green products

The purpose of this study was to investigate the effect of consumer values on environmental concerns regarding the moderating role of trust in green products. The statistical population of the study consisted of citizens of Rasht who used green products at least one time as an example of Shadli and Sunich juicy. According to the unlimited population, 384 of them were selected through convenience non-probability sampling method. The data were collected using questionnaires of consumer values and environmental concerns Mohd Suki & Mohd Suki (2016) and a researcher-made questionnaire of trust in green products. Cronbach's alpha coefficient of each of the mentioned questionnaires were 0.912, 0.890, and 0.811, respectively, and their content and structure validity was confirmed. Structural equation modeling and Smart PLS were used to analyze the data. The results showed that, among the dimensions of consumer values, contingent, cognitive and social values have the highest impact on environmental concerns, respectively. But the impact of functional and emotional values on environmental concerns was not confirmed. It was also revealed that trust in green products moderates the relationship of functional, emotional, and cognitive values with environmental concerns, but it does not moderate the relationship of social and contingent values with environmental concerns