Integrated Green Purchase Model: An Empirical Analysis on Jordan

This study aims to explore the influence of green perceived value, green perceived risk, green trust, and eco-labeling upon green purchase intentions in Jordanian households, as well as to discuss the role of household demographics (gender, age, educational level, and income level) on green purchase intention. The study sample consisted of 250 respondents. Multiple Regression and One Way ANOVA tests were applied to validate the research framework. Results showed that green perceived value, green perceived risk, green trust, and eco-labeling do affect green purchase intentions. Additionally, the research demonstrated that there is a statistical difference in green purchase intention between all demographics, excluding age.