Abstract
Recent research studies are increasing the awareness of consumer behavior about green purchase decision. Green purchase decision
of consumer can play a key vital role for going “green”. This study is design to explore the relationship among the green perceived
value, green perceived risk, green trust, green brand loyalty and customer repurchase decision of the green products in order to
understand the customer intentions towards the green products and services. In order to collect data, total 200 questionnaires were
distributed randomly by convenience sampling among university students and employee, 187 responses were collected. The study
demonstrates that green perceive value and green perceived risk has significant effect on green purchase decision, green trust and
green brand loyalty. Green trust has significant effect as a mediator between green perceive value, green perceive risk and green
loyalty. Green trust has significant effect on green brand loyalty. While green brand loyalty has significant effect as a mediator
between green trust and green purchase decision. This study will be helpful for manufacturer of green product/services and
consumers to keep the environment green
Muhammad Naizm, Muhammad Suhail Sharif, Nayyra Zeb, Adnan Maqbool, Maria Mazhar, Allah Bakhsh. (2020) The Power of Green Brand Loyalty: Exploring the Effect of Green Perceived Value, Green Perceived Risk and Green Trust on the Green Repurchase Decision, Paradigms , Vol 14, Issue 1.
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