Revealing the Key Determinants of Green Purchase Intentions: Insights from an Extended UTAUT2 Model

In this study, we extend the UTAUT2 model to explore the determinants of green purchase intention in Taiwan. By incorporating environmental concern, government support, and green trust, the model highlights how contextual and trust-based factors shape sustainable consumption. Based on 590 valid survey responses, analysis using covariance-based structural equation modeling reveals that performance expectancy, effort expectancy, social influence, price value, environmental concern, government support, and green trust all positively influence green purchase intention. Notably, green trust also mediates the relationship between the core UTAUT2 constructs and green purchase intention. In contrast, hedonic motivation and habit show no significant effects, suggesting that sustainable consumption has not become habitual or emotionally driven behavior in Taiwan. These findings emphasize the importance of rational evaluation, social context, and policy support in driving green behavior and offer practical implications for promoting sustainable consumption.