Consumer Trust to Buy Green Product: Investigation of Green Perceived Value with Green Satisfaction Mediation

The current level of human awareness of the environment began to grow since the emergence of negative environmental issues like global warming. Global warming causes consumers to be more interested in buying products from companies that care about the environment. One form of consumer concern today is the emergence of green lifestyle trends. Green lifestyle is currently being widely adopted by the community as natural damage caused by that community as well. Consumers who have an environmental concern will make changes by buying products that are proven to be environmentally friendly. This study aims to determine whether the green marketing strategy implemented by Starbucks runs effectively and to find out the role of Green Perceived Value towards Green Trust mediated by Green Satisfaction on Starbucks Bandung consumers. The analysis method employed in this research is quantitative with causal type research, as well as data analysis techniques using path analysis which is divided into two substructures. The results showed the Green Perceived Value and Green Satisfaction variables had a positive and significant effect on the Green Trust variables simultaneously. The total effect of the independent variables studied is equal to 68.68% and the rest 31.32% is influenced by other variables or factors not examined that could increase Green Trust.