Predictors of Green Brand Love Via Brand Trust as Function of Green Marketing: Moderating Role of Green Altruism
Universitas Sultan Ageng Tirtayasa, Serang, Banten, Indonesia
Based on the customers' awareness of environmental issues and the desire to safeguard their surroundings by achieving sustainable use of nonrenewable resources, the current research follows the information processing theory's assumptions regarding green marketing. The purpose of this study is to explore the effect of green information quality in the form of information persuasiveness, trustworthiness, and completeness on consumers' trust in green brands and subsequent preference for green brands. To achieve the study's aims, time-lagged research was conducted utilizing the mall intercept method and a multistage random sample strategy by visiting various malls and markets in the Indonesian province of Banjarmasin. Using the SmartPLS v.4 software, structural equation modeling was used to data gathered from 533 respondents surveyed. The results indicated that the quality of green information strongly predicts green brand love and brand trust among consumers of natural or organic products. Results showed that information credibility, followed by completeness and persuasiveness, had the greatest impact on brand love, directly and indirectly, via the underlying mechanism of green brand trust. The findings of this study contribute to the existing knowledge of sustainability marketing and have various policy implications.