PERAN GREEN TRUST DALAM MEMEDIASI PENGARUH GREEN PERCEIVED VALUE TERHADAP GREEN PURCHASE BEHAVIOR
ABSTRACT: This research was
conducted in order to test the role of trust in mediating the effects of green
green green perceived value of the product purchase behavior on organic
vegetables in Bali Bunda Cafe. This study using purposive sampling technique.
The sample size used in this study were 55 respondents using path analysis
technique (path analysis). These results indicate that green perceived value
has a positive and significant impact on the green purchase behavior on
products organic vegetables in Bali Bunda Cafe, green perceived value has a
positive and significant impact on the green trust in the products organic
vegetables, green trust has a positive and significant impact on the green
purchase behavior on organic vegetable products in the Bali Bunda Cafe, green
trust significantly mediates the effects of green perceived value of the green
purchase behavior on organic vegetable products in the Bali Bunda Cafe.
KEYWORDS: green perceived
value; green trust; green purchase behavior; organic vegetable products
Penulis: Ni Made Jayanti Utami,
Komang Agus Satria Pramudana
Kode Jurnal: jpmanajemendd170102
