Sustainable Marketing Orientation, Consumer Trust, and Sustainability Performance: Empirical Evidence from the Organic Vegetable Market

Walter Tabelessy

Indonesian Journal of Business Analytics (IJBA)
Vol. 6 No. 1 (2026): February 2026

This study aims to examine the impact of sustainable marketing orientation on sustainable performance among organic vegetable producers in Ambon City, focusing on consumer trust as a variable that acts as a partial mediator. A total of 175 respondents were selected using purposive sampling to become the sample in this study. To analyze the data, the SEM-PLS technique was used through the ADANCO application to test the relationship between variables. The results of this study indicate that a sustainable marketing orientation has a significant positive effect on sustainable performance and consumer trust. Consumer trust acts as a partial mediator, strengthening the relationship between sustainable marketing orientation and sustainable performance. This finding underscores the importance of implementing sustainability-focused marketing strategies in creating long-term value for companies, while building closer and more sustainable relationships with consumers.