Analysis of Green Product and Green Advertising on Purchase Decision of Aqua Products Mediated by Green Trust


Authors : Fahmi Muhammad Kusumah, Dudi Permana

Volume/Issue : Volume 8 - 2023, Issue 2 - February

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3Zrlw2X

DOI : https://doi.org/10.5281/zenodo.7680068

:- Environmental pollution can occur due to the lack of public knowledge about the environment. Under these conditions, companies are competing to innovate to create green products. Currently green products in Indonesia are widely circulated among consumers, with the concept of Green Products it is necessary to promote continuously and consistently so that consumers know green products in more depth through advertising. The purpose of this study is to determine the factors that can influence the purchase decision of Aqua products. Hypothesis testing in this study will be carried out using the Partial Least Square (PLS) based Structural Equation Model (SEM) approach. Based on the research results, green product and green advertising have a significant effect on green trust, while green trust has a significant effect on decisions, but green product and green advertising have no significant effect on purchasing decisions. Green trust mediates the pseudorelationship between green products and purchasing decisions, Green trust also mediates the pseudorelationship between green advertising and purchasing decisions.

Keywords : Green Product, Green Advertising, Green Trust, Purchase Decision, Aqua

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