The Effect of Green Product and Green Brand Image on Green Purchase Intention with Green Trust as a Mediating Variable in Cleo Bottled Drinking Water Products
DOI:
https://doi.org/10.66755/belacoss.v2i1.159Keywords:
Green Product, Green Brand Image, Green Purchase Intention, Green TrustAbstract
This study aims to analyze the effect of Green Product and Green Brand Image on Green Purchase Intention with Green Trust as a Mediating Variable on Cleo Bottled Drinking Water Products (AMDK). The population in this study are people who consume Cleo (AMDK) products and live in JABODETABEK. The sample used in this study was 171respondents using the Hair et al. formula. The sample collection technique in this study used non-probability sampling with the method used, namely purposive sampling. And using a quantitative approach method. The data collection technique in this study used a questionnaire distribution instrument in the form of a google form with primary data sources. The data analysis method used is Partial Least Square (PLS). The results of this study found that Green Trust mediates the relationship between the Green Product and Green Brand Image variables on Green Purchase Intention, which has a positive and significant effect.
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