GREEN TRUST MEMEDIASI GREEN PERCEIVED VALUE DAN GREEN PERCEIVED RISK TERHADAP GREEN REPURCHASE INTENTION

Abstract

ABSTRACT Global warming has become topic of discussion and has led business to implement green marketing. This study aims to analyze role of green trust in mediating green perceived value and green perceived risk towards green repurchase intention. The population are people who have bought and used Sensastia Botanicals products with 100 sample respondents through purposive sampling. Data collected using google form questionnaire and analyzed by path analysis. Results show green perceived value has positive and significant effect on green repurchase intention. Green perceived risk has negative and significant effect on green repurchase intention. Green perceived value has positive and significant effect on green trust. Green perceived risk has negative and significant effect on green trust. Green trust has positive and significant effect on green repurchase intention. Green perceived value and green perceived risk have significant effect on green repurchase intention of Sensatia Botanicals consumers in Denpasar, mediated by green trust. Keywords: green marketing, green perceived value, green perceived risk, green trust, green repurchase intention