<![CDATA[This explanatory study aims to analyze the role of green trust in mediating the relationship between green perceived and the green loyalty of Indofood customers. The causal relationship between the variables were developed and assessed through hypothesis testing. Using non-probability sampling method and purposive sampling technique, 100 people with the minimum age of 17 years who have purchased and consumed Indofood products were selected as the respondents. This study uses primary data acquired from 5-point Likert questionnaires and analyzed through PLS-SEM. The results indicate that green perceived value influences green trust and customer loyalty and that it also indirectly affects customer green loyalty through the mediation of green trust. Further, as this research employs a cross-sectional approach, it cannot capture changes in consumer behavior from time to time. Therefore, longitudinal research is recommended to comprehend the dynamics of customer loyalty to environmentally friendly products.]]>
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