<![CDATA[Purpose – This study aims to examine the mediating role of green trust in the relationship between green perceived value and the green loyalty of Indofood customers. Design/methodology/approach – This study adopts a quantitative explanatory research design to test the causal relationships among green perceived value, green trust, and green loyalty. Using a non-probability sampling method with a purposive sampling technique, 100 respondents aged at least 17 years who had purchased and consumed Indofood products were selected. Primary data were collected through five-point Likert-scale questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Findings – The results indicate that green perceived value has a positive and significant effect on both green trust and green loyalty. In addition, green trust positively and significantly mediates the relationship between green perceived value and green loyalty, suggesting that consumers who perceive greater environmental value are more likely to develop trust, which subsequently strengthens their loyalty toward environmentally friendly products. Originality/value – This study contributes to green marketing literature by demonstrating the mediating role of green trust in linking green perceived value and green loyalty in the fast-moving consumer goods (FMCG) sector. The findings provide practical implications for companies seeking to strengthen customer loyalty through sustainable value creation and trust-building initiatives. As the study employs a cross-sectional design, future longitudinal research is recommended to capture changes in consumer green loyalty over time.]]>
Copyrights © 2025
