<![CDATA[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.]]>
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