...Yu‐Shan Chen; Ching‐Hsun Chang Purpose This study aims to combine the literature on green marketing and relationship marketing into a new managerial framework of green trust. In addition, this study seeks to elaborate the relationships among green perceived quality, green perceived risk, green...

...Yu‐Shan Chen; Ching‐Hsun Chang Purpose The purpose of this study is to develop an original framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and to discuss the mediation role of green trust. Design/methodology/approach This study...