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All Journal INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Kadek Intan Nathasa Pratiwi
Faculty of Economics and Business, Universitas Udayana, Denpasar, Indonesia
Economics, Econometrics & Finance

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GREEN TRUST IN LINKING GREEN PRODUCT AND WORD OF MOUTH Kadek Intan Nathasa Pratiwi; Ni Made Purnami
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 3 No. 2 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21769745

Abstract

Background: The increasing consumer awareness of health, safety, and environmental sustainability has encouraged the growth of green cosmetic products. In the skincare industry, green product attributes alone may not be sufficient to encourage consumers to recommend a brand, as consumers also need trust in the credibility of environmental claims. Objective: This study aims to examine the role of Green Trust in linking Green Product and Word of Mouth among Sensatia Botanicals consumers in Bali. Method: This study used a quantitative approach with an explanatory research design. Primary data were collected through a survey of 150 Sensatia Botanicals consumers in Denpasar City. Respondents were selected using purposive sampling based on two criteria: having purchased Sensatia Botanicals products and understanding the brand’s environmentally friendly claims. Data were analyzed using Partial Least Squares Structural Equation Modeling. Results: The findings show that Green Product has a positive effect on Word of Mouth and Green Trust. Green Trust also has a positive effect on Word of Mouth. Furthermore, Green Trust significantly mediates the relationship between Green Product and Word of Mouth. Conclusion: Green product attributes become more effective in encouraging recommendation behavior when consumers trust the brand’s environmental commitment.
Co-Authors Ni Made Purnami