The Effect of Environmental Friendliness on Green Trust with Green Satisfaction and Green Perceived Quality as Mediating Variables among Consumers of Wardah Skincare

Putri Yusniya Wulan Agustin; Budi Sutiono Pratama Nugraha

doi:10.55681/economina.v5i6.2718

Authors

Putri Yusniya Wulan Agustin Universitas Nahdlatul Ulama, Yogyakarta,Indonesia
Budi Sutiono Pratama Nugraha Universitas Nahdlatul Ulama, Yogyakarta,Indonesia

DOI:

https://doi.org/10.55681/economina.v5i6.2718

Keywords:

Green Marketing, Environmental Friendliness, Green Trust, Green Satisfaction, Green Perceived Quality

Abstract

This study aims to explore how environmental hospitality impacts green trust through the roles played by green satisfaction and perceived green quality among Wardah skincare customers. A quantitative method with an explanatory survey approach was applied in this study. Through an online questionnaire distributed using convenience and purposive sampling techniques, a sample of 157 respondents was obtained. The structural model estimates were tested using Analysis using structural equation modelling (SEM) based on SmartPLS. The findings of the hypothesis test indicate that environmental concern triggers a significant increase in green satisfaction and perceived green quality. However, the direct determination of these variables toward green trust did not show statistical significance. The opposite pattern was demonstrated by the variables of green satisfaction and perceived green quality, where both acted as strong predictors that had a positive and significant influence on the formation of consumer green trust. This research model proved capable of explaining 76.4% of the variation in green trust, as indicated by an R-square value of 0.764. These findings confirm that an increase in a company’s environmental commitment can effectively build consumer green trust, specifically via the mediating channels of perceived green quality and green satisfaction.

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