Analysis Of Green Marketing And Green Brand On Interest To Buy Through Trust In Sosro Joy Tea Green Green Products

English

Abstract

At this time , a number of companies have begun to implement a lot of go green products . Not only does it create a good reputation in the public, but it seems the business can generate greater profits . This makes more companies finally interested in making new products that are safer for the environment. One of the companies that implements going green is Sosro Joy Tea Green . This study's goal is to examine how Green Brand and Green Marketing affect Purchasing Interest, with Trust serving as a mediating factor. The population in this study were consumers of Sosro Joy Tea Green in the District of Rungkut Surabaya with a total sample of 130 respondents. Partial Least Square is the method of analysis employed in this study. The following conclusions be taken based on the outcomes of the tests run to assess the already made assumptions. The more information that consumers get through green marketing is not a determinant of the emergence of trust in the product. Customers believe products from the Green Brand are safe for both animals and the environment.. Consumers do not pay too much attention to promotions that care about the environment ( green marketing ) to choose the products to be used. Consumers do not show a positive attitude towards Green Brand and will encourage their intention to make a purchase. Trust is a willingness to rely on a brand, product or service that is based on trust and can influence consumers to buy environmentally friendly products.