... 02 02 2018 27 03 2018 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Perceived value Environmental concern Green purchase intention Green buying behavior Willingness to pay premium Excessive pollution has choked the Indian...

... to measure perceptions of price–value perception, environmental concern, brand trust and purchase intention. Relationships were tested using simple regression and structural equations modeling. Findings The results suggest that consumers who did not report high environmental concern had high brand trust...