The Relationships among Green Perceived Value, Green Brand Image, Green Trust, and Green Purchase Intention: An Application Concerning Gogoro Electric Scooters in Taiwan

Abstract

This study aimed to evaluate consumers’ opinions toward Gogoro electric scooters in Taiwan by using four constructs – green perceived value, green brand image, green trust, and green purchase intention. To simultaneously explore the relationships between these four constructs, an online questionnaire was published, and 214 respondents demonstrated their thoughts on different aspects of Gogoro electric scooters. We found out that most people possess positive thoughts toward Gogoro electric scooters due to environmental concerns, and green brand image influences green perceived value, green trust, and green purchase intention, while green trust also influences green purchase intention.