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All Journal Jurnal Sains Sosio Humaniora Jurnal Aplikasi Manajemen dan Bisnis (JAMB) Jurnal Masyarakat Madani Indonesia Jurnal Pengabdian Masyarakat Bangsa
Yuvita, Heni
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Green Marketing and Purchase Intention: The Mediating Role of Green Trust among Consumers of Eco-Friendly Products in Indonesia Permatasari, Imas; Yuvita, Heni
Jurnal Sains Sosio Humaniora Vol. 9 No. 1 (2025): Volume 9, Nomor 1, Juni 2025
Publisher : LPPM Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmx9rq06

Abstract

As environmental awareness continues to grow, many companies have adopted green marketing strategies to encourage consumers to choose eco-friendly products. However, the increasing prevalence of greenwashing has made consumers more skeptical of environmental claims, making trust an essential factor in purchasing decisions. Against this background, this study investigates how Green Marketing influences Purchase Intention through the mediating role of Green Trust among eco-friendly product consumers in Indonesia. Data were collected from 200 respondents using a cross-sectional survey and analyzed with PLS-SEM using SmartPLS 4. The findings show that Green Marketing positively influences both Green Trust and Purchase Intention, while Green Trust has a stronger impact on Purchase Intention than Green Marketing itself. The analysis also confirms that Green Trust partially mediates the relationship between Green Marketing and Purchase Intention, suggesting that environmental marketing is more effective when consumers perceive a company's environmental commitment as genuine and trustworthy. These findings enrich the green marketing literature by demonstrating the central role of Green Trust in translating green marketing efforts into consumers' purchase intentions.
Co-Authors Andriansyah Bari Anindea, Frianka Asfitri, Melisa Kurnia Dika Setiagraha, Dika Febryani, Annisa Izzati, Astika Ulfah Muharramah, Ulfah Napitupulu, Rizal Afif A. Nugraha, Yoga Aji Nurwijayanti Pebrianti, Yulia Permata, Indah Raya Permatasari, Imas Prawidi Sakti, Ilham Riana, Dwi Ridho, Sari Lestari Zainal Sakti, Ilham Prawidi Yoganusmurti, Raras Risia Yogasnumurti, Raras Risia Zain, Tsurayya Syarif