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The Role of Green Product Trust in Mediating the Influence of Eco-Branding and Brand Uniqueness on Green Purchase Intention in KALIMBO Bag Products
[journal article]
Abstract This study aims to determine the role of green product trust in mediating the influence of eco-branding and brand uniqueness on green purchase intention. This study uses a quantitative approach with 150 respondents. The analysis tool uses SEM-PLS with the SmartPLS 4.0 application. The results of thi... view more
This study aims to determine the role of green product trust in mediating the influence of eco-branding and brand uniqueness on green purchase intention. This study uses a quantitative approach with 150 respondents. The analysis tool uses SEM-PLS with the SmartPLS 4.0 application. The results of this study show that eco-branding has an insignificant direct influence on green purchase intention but has a significant influence when mediated by green product trust. Meanwhile, brand uniqueness significantly influences green purchase intention both directly and when mediated by green product trust. These findings prove the importance of creating trust in green products.... view less
Keywords
buying behavior; sustainability; marketing
Classification
Marketing
Free Keywords
eco-branding; brand uniqueness; green product trust; green purchase intention
Document language
English
Publication Year
2025
Page/Pages
p. 2026-2036
Journal
Path of Science, 11 (2025) 1
ISSN
2413-9009
Status
Published Version; peer reviewed