PERAN GREEN TRUST MEMEDIASI PENGARUH GREEN PERCEIVED VALUE TERHADAP GREEN PURCHASE INTENTION
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i7.p03Keywords:
green perceived value; green purchase intention; green trustAbstract
Environmental issues are currently a concern for all people. Changes in behavior among Indonesians today are not limited to purchasing products, but people are now selective in choosing the products they will buy. One of the local beauty brands that implements the concept of caring for the environment is Avoskin. This study aims to explain the role of green trust in mediating the influence of green perceived value on green purchase intention of Avoskin products in Denpasar City. This study was conducted in Denpasar City with a sample of 100 respondents through a survey method using a questionnaire. The sample was determined using a purposive sampling technique. The data analysis technique used was path analysis using SPSS 26.0. The results of this study indicate that all hypotheses are accepted. Green perceived value has a positive and significant effect on green purchase intention. Green perceived value has a positive and significant effect on green trust. Green trust has a positive and significant effect on green purchase intention. Green trust is able to partially mediate the effect of green perceived value on green purchase intention of Avoskin products in Denpasar City. The implication of this study is the importance of the value of environmentally friendly products by Avoskin to increase green trust in potential consumers, which is expected to increase the intention to purchase Avoskin green products in Denpasar City.
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