Predicting young customers’ intention to repurchase green plastic products: incorporating trust model into purchase intention model

Purpose This study aims to assess young customers’ repurchasing intentions toward green plastic products by incorporating green trust model into green purchase intention model. It also evaluates the role of gender moderation in the green repurchase intention formation model. Design/methodology/approach A total of 314 young consumers of green plastic products in Bandung, Indonesia were determined for this study. This study used variance-based partial least squares (PLS) to evaluate the proposed model and examine the hypothesized relationship, by means of SmartPLS 3. The construct validity and reliability were evaluated by testing the measurement model, while the proposed hypotheses were examined by testing the structural model. Findings The assessment of the proposed model using PLS reveals that the incorporation of green trust model increases the prediction strength of green repurchase intentions model on green plastic products. Further, this study shows that, in general, gender did not moderate the formation of green repurchase intentions. Research limitations/implications Besides broadening the green repurchase intention theory, this finding offers a direction for green plastic businesses to improve their capability and their marketing strategies. This study offers an important contribution in understanding young consumers’ intentions to buy green plastic products, although it has several drawbacks. In the future, to increase its generalization, this study can be replicated on young consumers in other developing and developed countries, and this model can also be tested in other segments. Originality/value To the best of the authors’ knowledge, there are no published studies that have tested the repurchase intention model for green plastic products, and none of the past studies have incorporated these models to explain repurchase intention toward green plastic products. Furthermore, the inclusion of gender roles in green repurchase intentions for green plastic products is important to be explored.