Green Marketing and Purchase Intention: The Mediating Role of Green Trust among Consumers of Eco-Friendly Products in Indonesia
DOI:
https://doi.org/10.22437/jmx9rq06Keywords:
Green Marketing, Green Trust, Purchase Intention, Sustainable Consumer Behavior, Eco-friendly ProductsAbstract
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.
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