Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL MANAJEMEN BISNIS
Dian Dhany Pamuji
Universitas Pembangunan Nasional Veteran Jawa Timur
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Role of Consumer Trust in Mediating the Effect of Green Marketing on the Willingness to Pay a Premium Among Wardah Product Consumers in Surabaya Marcella Tutut Salsabillah; Indah Respati Kusumasari; Dian Dhany Pamuji
Jurnal Manajemen Bisnis Vol. 13 No. 2 (2026): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v13i2.1763

Abstract

Growing concern for environmental issues is prompting consumers to consider sustainability factors in their purchasing decisions. On the other hand, the prevalence of greenwashing practices has cast doubt on companies' eco-friendly claims, making consumer trust a critical factor in determining the effectiveness of green marketing. This study aims to analyse the influence of green marketing on the willingness to pay a premium, with consumer trust mediating this relationship among Wardah product users in Surabaya. The study employs a quantitative approach using purposive sampling. Data were collected via a questionnaire and analysed using SEM-PLS. The results indicate that green marketing has a positive and significant effect on willingness to pay a premium and on consumer trust. Furthermore, consumer trust has a positive and significant effect on willingness to pay a premium and serves as a partial mediator of the relationship between green marketing and willingness to pay a premium.
Co-Authors Indah Respati Kusumasari Marcella Tutut Salsabillah