Integrated Model of Brand Trust for Green Marketing

Abstract

Green marketing has become a trendy topic, particularly in the industrial property sector, where it is urgently needed in Indonesia.Brand trust is crucial for winning customers, and an integrated marketing strategy is necessary to build it.This study aims to develop a brand trust model integrated with green marketing.The researchers built a Brand Trust Integrated Model, which includes five conceptual models with key variables (information credibility, customer engagement, communication tools, green purchase intentions, and eco-labeling).The model was tested using 400 questionnaires, and SEM-Amos was used for the analysis.The results show that the green marketing conceptual model on brand trust is successful in Indonesia's Industrial Property context, combining the five proposed conceptual models and yielding significant results (customer engagement and green purchase intention).These findings provide a basis for increasing brand trust in the future, promoting the comfort of the Indonesian Industrial Property environment, and informing customers about the benefits of green property, thereby increasing scientific knowledge.

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