The Influence of Green Brand Image and Green Satisfaction on Green Brand Equity: The Mediation Role of Green Trust on The Body Shop Consumers in Bandung City

Melati Wahyudina Putri; Arry Widodo; Nurafni Rubiyanti; Agus Maolana Hidayat

doi:10.55927/eajmr.v4i5.171

Authors

Melati Wahyudina Putri Telkom University
Arry Widodo Telkom University
Nurafni Rubiyanti Telkom University
Agus Maolana Hidayat Telkom University

DOI:

https://doi.org/10.55927/eajmr.v4i5.171

Keywords:

Green Marketing, Green Brand Image, Green Satisfaction, Green Loyalty, Green Trust, The Body Shop

Abstract

Plastic waste that is difficult to decompose has become a global environmental issue, driving changes in consumer behavior, especially Generation Z who tend to choose environmentally friendly products. This study aims to analyze the effect of green brand image and green satisfaction on green brand equity with green trust as a mediating variable. The population in this study were consumers of The Body Shop products in Bandung City, especially from Generation Z, with a sample consisting of individuals who met the criteria as consumers who had purchased The Body Shop products selected through purposive sampling techniques. The method used was a quantitative approach with SEM-PLS analysis. The results of previous studies showed that green brand image and green satisfaction had a positive effect on green brand equity, with green trust as a significant mediator.

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