Influence of Green Perceived Risk on Eco-Friendly Product Purchases

Abstract

Growing environmental awareness has increased consumer interest in eco-friendly products. However, despite positive attitudes toward green goods, actual purchasing behaviour remains inconsistent. This gap has been attributed to green perceived risk, a multidimensional construct involving performance uncertainty, financial risk, psychological risk, and environmental claims credibility. This research examines how green perceived risk affects eco-friendly purchasing decisions and proposes a conceptual model outlining the psychological and behavioural pathways involved. Mixed-method insights from surveys and literature synthesis reveal that perceived risk significantly reduces purchase intentions, moderating both trust and environmental concern. Implications for marketers, policymakers, and sustainability advocates are provided.