Abstract

This study aims to determine the role of green product trust in mediating the influence of eco-branding and brand uniqueness on green purchase intention. This study uses a quantitative approach with 150 respondents. The analysis tool uses SEM-PLS with the SmartPLS 4.0 application. The results of this study show that eco-branding has an insignificant direct influence on green purchase intention but has a significant influence when mediated by green product trust. Meanwhile, brand uniqueness significantly influences green purchase intention both directly and when mediated by green product trust. These findings prove the importance of creating trust in green products.

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