THE ROLE OF TRUST IN MEDIATING THE RELATIONSHIP BETWEEN GREEN MARKETING, GREEN BRAND, AND PURCHASE INTENTION

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 . The purpose of this study is to analyze the influence of Green Marketing and Green Brand on Buying Interest with Trust as a mediating variable 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. The analytical technique used in this study is Partial Least Square (PLS). Conclusions that can be drawn based on the results of the tests of the hypotheses that have been previously proposed include the following. The more information that consumers get through green marketing is not a determinant of the emergence of trust in the product. Green Brand is trusted by consumers to be a product that is not harmful to 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