Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value

Green marketing is currently one of the most powerful strategies in corporate world as it responds to a growing demand for green products. Therefore, this study aims analyse influence perceived value on trust and satisfaction, how both variables impact word mouth turn and, at same time, three purchase intention. Data collection was carried out through digital survey buyers The hypotheses posed were solved with PLS-SEM model Smart-PLS software. results showed that positively affects satisfaction. Furthermore, satisfaction found WOM. also influences Regarding antecedents intention, only positive relationship. In contrast, WOM did not show relationship article shows importance companies achieving trust. an important variable, trigger process leads