Pengaruh Green Marketing dan Environmental Knowledge terhadap Keputusan Pembelian dengan Green Trust sebagai Variabel Intervening

Abstract

This study aims to determine and explain the effect of green marketing and environmental knowledge on purchasing decisions with green trust as an intervening variable. This study uses a quantitative approach. This research was conducted in Surabaya city. The sample used was 100 respondents. The data analysis used was the PLS-SEM approach using Smart-PLS 4th version. The results showed that green marketing has a positive and significant effect on the green trust of The Body Shop consumers. Environmental knowledge has a positive and significant effect on green trust in The Body Shop consumers. Green marketing has no effect on consumer purchasing decisions of The Body Shop. Environmental knowledge has a positive and significant effect on consumer purchasing decisions of The Body Shop. Green trust has a positive and significant effect on consumer purchasing decisions of The Body Shop. Green marketing has a positive and significant effect on purchasing decisions through green trust for The Body Shop consumers. Environmental knowledge has a positive and significant effect on purchasing decisions through green trust for The Body Shop consumers.