Seyed Mahmoud Shabgoo Monsef - Department of Business management, Rasht Branch, Islamic Azad University, Rasht, Iran
Azam Saeedi kleshami - MA student in Business management, Rasht Branch, Islamic Azad University, Rasht, Iran

Nowadays, green products have taken their positions among other products, owing to increase in demand for this type of products compared to the past years. The goal of the current research was exploring the effect of green perceived value, green trust and green perceived risk variables on the renewed purchase intention of green products. The statistical population of this study included all customers of energy-efficient light bulbs in the city of Rasht, Iran from which 384 available random samples were selected and asked to fill out standard questionnaires. The result of the partial least squares method from Smart PLS software revealed that green perceived value influences the green purchase intention of customers through green trust both directly and indirectly. Moreover, the green perceived risk did not impact significantly and directly on green purchase intention but in an indirect way, through a negative effect on green trust, it had a negative influence on green purchase intention.

green purchase intention, green perceived risk, green trust, green perceived value