The effect of product knowledge and green perceived value on purchase intention of byproduct food products and supplements in Greece: the moderating and mediating effect of trust

Abstract

This thesis investigates the multidimensional relationship between product knowledge, green perceived value, trust, and purchase intention regarding the category of byproduct food products and food supplements in Greece, with a focus on the moderating and mediating role of trust. The need to investigate the relationships between the above variables arises from the gap that exists in the literature regarding the desire to purchase nutritional products and nutritional supplements that contain by products of the food industry (for example, cereal bars with extra protein, which protein comes from whey) by consumers in Greece. Drawing from a comprehensive literature review, hypotheses were developed to explore the interplay among the above variables. Structural Equation Modelling (SEM) have been applied in order to analyze the data collection through a questionnaire administered to a specific research population in Macedonia and Thessaly. According the findings, it establishes that while product knowledge plays a significant role in influencing consumers' purchase intention. The direct impact of green perceived value on purchase intention is not evident, indicating a potential lack of environmental awareness among consumers in Greece. However, trust, which is a mediator between green perceived value and purchase intention, has an important effect on consumers, as they are indirectly swayed by the trustworthiness of the product provider. Surprisingly, trust does not moderate the relationship between product knowledge and purchase intention as anticipated, suggesting the paramount importance of brand prestige and recognition in building consumer trust, especially in a brand conscious market such as Greece. Moving forward, the implications of these findings extend beyond academia, resonating with businesses and policy makers alike, emphasizing the need for sustainable practices and heightened consumer awareness to foster positive environmental and societal impacts.