The strategy of eco-friendly products with green consumer behavior: Development of green trust model

Green consumer behavior is a marketer's concern because of the value of environmental sustainability—a study of green consumer behavior as a part of facing the climate change issue. Based on the phenomenon of green consumer behavior, this study focuses on examining the green trust model as information support for environmental strategy in consumer behavior. The research conduct with a sample of 100 consumers which has experience in buying eco-friendly products. Path analysis was carried out with SmartPLS to study the model, as well as to test hypotheses. The research results found that green trust can increase through consumer perceived quality and support by eco-label as attribute on eco-friendly products. Consumer percevied quality plays a more critical role in increasing consumer trust as mediation variable. The findings of this study are helpful for industries that implement a green marketing strategy, which needs to pay attention to the attributes of green trust. The implementation of the green marketing strategy provides opportunities for marketing performance and support to face the climate change issue.