Quantitative Economics and Management Studies (QEMS) ISSN: 2722-6247 (online)

Vol. 3 No. 4 (2022)

https://doi.org/10.35877/454RI.qems936

Do Green Trust and Attitude Toward Green Products Have Effect on

Green Purchase Behavior of Urban Society In Makassar?
Laelaa,*, Muhammad Asdarb, Abdul Rahman Kadirb, Dian Parawansab
a
Universitas Khairun, Jl. Gambesi, Maluku Utara, Ternate 97719, Indonesia
b
Universitas Hasanuddin, Jl. Perintis Kemerdekaan No.KM.10, Makassar, Sulawesi Selatan 90245, Indonesia

Abstract
This study aims to analyze and investigate the involvement of variables in influencing green purchase behavior in Makassar City.
The number of respondents sampled in this study was 190 people. The analysis method of this study is to use structural equation
modeling. The results of the study analysis stated that the entire research hypothesis had a positive and significant effect. The
findings of this study indicate that Consumers with a more substantial level of environmental awareness may think about their eco-
social benefits when buying green products. A person who has a positive attitude towards environmental issues may be warier
about the proportion of green ingredients and the effect of their trust in buying green products.

Keywords: Green Trust; Attitude Toward the Green Product: Green Purchase Behavior; Green Product; Urban Society.

1. Introduction*

The life of urban people is also known as urban society. The life of urban people is filled with complex things.
Namely, a life that tends to be independent, has low social sensitivity, and a life that is instantaneous and more
heterogeneous. Diversity of social levels gives rise to different elements of interest. After the cities of Jakarta,
Surabaya, and Medan, the city of Makassar is the fourth city in Indonesia which is the center of growth and is the
largest in the eastern part of Indonesia, with a population of 1. 652,305 people (BPS Makassar City) make Makassar
the fifth most populous city in Indonesia. People's consumption behavior is influenced by individual, economic,
social, and cultural factors that influence people's consumption behavior. How a person consciously affects himself in
determining what he wants to buy, how to obtain the product, to how the product he consumes can have a good
impact or vice versa on himself and his environment.
People's consumption patterns have a direct effect on the environment. Environmental problems are a global issue
closely related to waste or waste. Until now is essential homework for related parties, in this case, companies that
produce products in the form of goods, consumers that are end-users, and the government as policy determinants in
managing existing waste/waste. Green products are products that do not have a minimal impact on the environment,
which means that the manufacturing process requires little energy, is made of natural (harmless) materials, has a good
effect on the health of the wearer, and is not harmful to the environment (Gan et al., 2008). In line with the
increasingly critical environmental problems where data shows the amount of waste in the city of Makassar is 410,291
tons in 2021, for a month of 34,190 tons, and if it is divided again per day to 1,139 tons and it becomes our common
problem.
In line with the increasingly critical environmental lands, campaigning and shifting life for the better is good.
Government regulation on policies concerning production activities to create environmentally oriented products
shows seriousness in responding to waste problems that cause environmental issues. Several companies are flocking
to develop green products, such as Unilever with some of its product packaging, which is claimed to be made of
recycled packaging, Mayora, which creates liquid detergent made from biodegradable plant materials, Coca-Cola
Company with Ades mineral water products whose bottles are made of recyclable materials, and much more. The

*
Corresponding author.
E-mail address: [email protected] (First Author)

Quantitative Economics and Management Studies (QEMS) is licensed under an

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 Laela et.al | Quantitative Economics and Management Studies (QEMS), 2022, 3(4): 615–629

positive effect of the movement of environmentally conscious consumers is not only shown in how their consumption
patterns are in their daily lives, but this has an impact on the company, the government with its policies, and the
movement to reject products that have a negative impact on the environment (Chan, 2000).
Several empirical studies on the buying behavior of green products, which are interpreted as buying behaviors that
have a good impact on the environment, can be seen from a demographic and psychographic point of view (Amoako
et al., 2020), (Mataracı & Kurtuluş, 2020), (Gan et al., 2008). Departing from the basic model of TPB (Theory
Planned Behavior), which explains that a person's behavior in acting is influenced by his Attitude towards something,
how a person acts based on an evaluation of what is perceived / affection, either feeling of pleasure or vice versa so
that the actions reflected according to ton what is felt (Ajzen et al., 1995). A person's actions in purchasing
environmentally friendly products (EFP) are environmentally friendly behaviors, and this can be done by participating
in organizations that care about the environment, buying products according to needs, saving electricity and water
energy, choosing to use public transportation, participating in recycling activities, and to be even more extreme is to
avoid companies that do not care about the environment.
Green trust is an essential factor in determining a person's Attitude to purchasing environmentally friendly products,
and this is related to a person's willingness to depend on a company, brand, goods, or services based on the
credibility/ability of the product to prove its concern for the environment (Y.-S. Chen & Chang, 2012). The inhibiting
factor in the purchase of green products is caused by a person's lack of trust in environmentally friendly claims to
companies /products, both services, and goods that are considered not fully included in the environmentally friendly
category (Wheale & Hinton, 2007), (M. F. Chen & Lee, 2015). The initiation program from WWF Indonesia, which
initiated a good buying program, is a program that invites how the Indonesian people to be more competent in
carrying out purchasing behaviors for goods to be consumed, and people are invited to be more concerned about
environmental sustainability. In 2017 WWF Indonesia and Nielsen Survey surveyed about good buying. 6 major cities
in Indonesia were included in this survey activity, of which Makassar was one of the cities included in this survey.
The results show that 72% of consumers' awareness levels in terms of understanding well the messages conveyed in
this initiation program. However, in line with this, the problem of trust is one of the obstacles for the
consumer/community in deciding to buy products that are considered environmentally friendly. This research was
then conducted to measure variables; green trust, Attitude toward green products the behavior of purchasing
environmentally friendly products in the people of Makassar city

2. Literature Review

Environmentally friendly products are also known as green products or green products. The existence of green
products is due to the company's awareness about environmental damage and the impact of the waste produced. Green
products translate into products whose existence is not harmful to the environment in content and context, protects
their users, is energy efficient at the time of its manufacture, is pollution-free, and produces waste that is not harmful
to the environment (Pankaj & Vishal, 2014); (Ottman, 1998). Eco-friendly products are grouped into four groups; (1)
do not contain toxins that are harmful to the user and the environment, (2) are more energy-efficient (materials and
manufacturing processes) compared to conventional products, (3) are made of recyclable materials, (4) the technology
used is environmentally friendly. (Rahnama & Rajabpour, 2017); (Dangelico & Pontrandolfo, 2010).(Pankaj &
Vishal, 2014)(Ottman, 1998)(Rahnama & Rajabpour, 2017)(Dangelico & Pontrandolfo, 2010)
Trust is an element that is considered necessary in transactions between sellers and buyers because good trust will
have an impact on mutually beneficial exchange relationships. Trust is crucial in understanding interpersonal
behavior, especially in business relationships (Doney & Cannon, 1997). Green trust / green trust is interpreted as the
willingness of a consumer to depend on a product (goods or services), brand, or company due to his trust in
credibility, benevolence, and ability in the environment (Y. S. Chen et al., 2015). If consumers feel unsure about
environmentally-friendly claims, they also ask about the benefits, dependence, and competence ability to the
environment of green products so that in the end, there will be doubts about trust. (Chang & Chen, 2013); (Wheale &
Hinton, 2007).
Consumer trust is a reason for consideration and expectations towards oneself and others, leading to consumer
behavior in the long run. Consumer confidence is an essential determinant for consumer behavior that will last long
(Lee et al., 2011). Several studies have shown that green trust positively and significantly influences attitudes toward
brands (Okazaki et al., 2007); (Iftikhar et al., 2017). In addition, in the research conducted by (Kang & Hur, 2012), it

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was explained that the green trust / k variable green trust has an impact on improving the quality of relationships with
the formation of a tendency for consumers to believe that brands/products/companies are committed to their promises
concerning environmentally friendly performance. From the explanation above, a hypothesis can be obtained as
follows:
H1: Green trust has a positive and significant effect on attitudes towards environmentally friendly products.
H2: Green trust has a positive and significant effect on green buying behavior.
According to (Ajzen et al., 1995), Attitude is a person's good/bad evaluation of specific behavior of an object, action,
problem, or person. In addition, Attitude is interpreted as a set of beliefs about a certain thing or action, which can be
interpreted as the intention to take action. The attitude variable can be said to be the primary variable and can predict
choices and actions that care about the environment. According to some studies, consumers who have a positive
attitude toward environmentally friendly products are likely to make purchases that contribute nicely to their
environment (Wang et al., 2020); (Smith & Paladino, 2010); In addition, the existence of attitudes is needed, because
it is essential for consumers to fully understand how their attitudes and motivations are as a solution in overcoming
the purchasing obstacles they will face.
However, it is possible that there are also gaps regarding behaviors that show that even though a consumer has a
positive attitude towards certain things, in reality, they do not always apply them in an authentic way (Carrington et
al., 2010); (Sharma & Foropon, 2019), as is the case with research conducted in Malaysia that green purchase
behavior (GPB) is not facilitated with a positive attitude towards its environment (T. Chen & Chai, 2010). Based on
several studies of calm attitudes towards behavior, the relationship between attitudes and behaviors should be carried
out with different approaches and tested in-depth; it is assumed that consumer attitudes towards products or green will
be the main determining factor in positive purchasing decisions so that a positive attitude of consumers towards green
products in a more robust content will lead to higher purchases of environmentally friendly products. Based on the
explanation above, the following hypothesis can be obtained:
H3: Attitude to green products has a positive and significant effect on green buying behavior
H4: Green trust has a positive and significant effect on green buying behavior through attitudes towards green
products

Attitude
Toward
Green
Product

Green GPB
Trust

Figure 1. Conceptual Framework

3. Research Method and Materials

3.1 Samples
The sample in this study was a resident of Makassar city. The spread of the survey is carried out through an online
procedure. Sample collection techniques using probability sampling with the use purposive sampling method, the
sample criteria are determined by the researcher according to research needs. The number of samples in the study was

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190, namely the number of measurement indicators multiplied by the numbers 5-10 (Ferdinand, 2014). The indicators
in this study were 19 x 10 = 190 samples.
3.2 Research Instruments
The research questionnaire consists of 3 parts that become research variables: 5 statements in the questionnaire
measuring the exogenous variables of green trust were adopted by research conducted by OleH (Y. S. Chen & Chang,
2013), (Y. S. Chen, 2010). His instruments include Reputation for the environment, Performance for the environment
that can be relied on, claims to the environment can be trusted, Environmental concerns as expected, and committed to
protecting the environment. 7 statements were used in the review of Attitude toward green product adopted in
research conducted by (Cheung & To, 2019), (Rokka & Uusitalo, 2008), (Rokka & Uusitalo, 2008), which included;
Liking green products, Hijua products have a positive effect, Hijua products are suitable for the environment, Using
green products is a wise behavior, Utilization of renewable energy, There are efforts to preserve the environment,
Willing to be involved in environmental conservation programs, Environmentally friendly products are profitable. The
endogenous variable green purchase behavior was adopted by a study conducted by (Wan et al., 2012), (C. Chang,
2011), (and Gil Roig et al., 2000) consisting of 6 statements, As for the research instrument; In terms of better
environmentally friendly product quality, Buying ecologically friendly products for routine needs, Purchasing green
products in the last six months, Buying products labeled as environmentally friendly, Buying products with reusable
packaging, and Buying products that do not make animals experimental materials. The statement indicator
measurement uses a 5-point Likert scale (1 strongly disagree, five strongly agree). Instrument validity and reliability
measurements were tested using SPSS software version 26.
3.3 Measurement and Analysis
The research model was measured through an SEM (structural equation model) test using AMOS 23 software. Data
analysis techniques used in explaining the phenomena in this study are descriptive statistical analysis techniques with
the criteria of Goodness of Fit Chi-square Index (Expected to be small), Significant Probability (≥0.05), RMSEA (≤
0.08), GFI (≤0.90), AGFI (≥0.90), CMIN / DF (≤2.0), TLI (≥0.95), CFI (≥0.95) (Mashur et al., 2020);
(Indahingwati et al., 2019); (Putra et al., 2019); (Hair et al., 2014).

4. Results and Discussion

The results of construct reliability and variance extracted testing on the three variables Green Trust, Attitude Toward
Green Product, and Green Purchase Behavior compete in total are in the table 1.

Table 1. Testing Construct Reliability and Variance Extracted

Std Loading Standard Measurement Error Contract Variance

No Variable Indicator
(Loading Factor) Loading2 (1-Std Loading2) Reliability Extracted
X11 0,745 0,555 0,445
X12 0,819 0,671 0,329
X13 0,799 0,638 0,362
1 Green Trust X14 0,821 0,674 0,326 0,887 0,612
X15 0,724 0,524 0,476
∑ 3,908 3,062 1,938
∑2 15,272
Y11 0,829 0,687 0,313
Y12 0,773 0,598 0,402
Y13 0,786 0,618 0,382
Y14 0,8 0,640 0,360
Y15 0,799 0,638 0,362
Attitude
Y16 0,798 0,637 0,363
2 Toward Green 0,934 0,586
Y17 0,707 0,500 0,500
Product
Y18 0,799 0,638 0,362
Y19 0,661 0,437 0,563
Y110 0,68 0,462 0,538
∑ 7,632 5,855 4,145
∑2 58,247

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Std Loading Standard Measurement Error Contract Variance

No Variable Indicator
(Loading Factor) Loading2 (1-Std Loading2) Reliability Extracted
Z1 0,758 0,575 0,425
Z2 0,758 0,575 0,425
Z3 0,758 0,575 0,425
Green Purchase
3 Z4 0,758 0,575 0,425 0,894 0,628
Behavioral
Z5 0,758 0,575 0,425
∑ 3,790 2,873 1,702
∑2 14,364

Based on the results of the reliability calculation mentioned above, it shows that the construct reliability of the latent
variable Green Trust of 0.887, Attitude Toward Green Product of 0.934, and Green Purchase Behavioral of 0.894
have met the criteria for the cut-off value requirement of >0.70. Likewise, the variance extracted value of the latent
variable Green Trust of 0.612, Attitude Toward Green Product 0.586, and Green Purchase Behavioral of 0.628 meet
the requirement of a cut-off value of >0.50. So, it can be concluded that each latent variable meets the criteria of
reliable reliability.
4.1 Multivariate Outlier

The full Mahalanobis distance calculation results are presented in the table below.

Table 2. Mahalanobis Distance Test

Observation number Mahalanobis d-squared p1 p2

61 39,429 ,006 ,675
66 38,165 ,008 ,478
86 37,934 ,009 ,246
125 37,596 ,010 ,122
23 35,582 ,017 ,231
115 34,837 ,021 ,211
93 33,660 ,029 ,300
68 33,659 ,029 ,178
81 33,240 ,032 ,153
91 32,838 ,035 ,135
103 32,201 ,041 ,163

The table 2 shows that the highest Mahalanobis d-squared value was obtained at 61 of 39,429. Because the value of
Mahalanobis d-squared observes 61 is 39,429 < 45.31, it can be concluded that in the observation data, there is no
multivariate outlier.
4.2 Normality Test

Normality testing was conducted by looking at the skewness and kurtosis values of the indicators in the research
variables. The criteria for an average indicator are from the critical ratio (C.R.) skewness and kurtosis values of ±2.58
at a significance level of 0.01 (1%). The results of the univariate and multivariate normality tests are presented as
follows:

Table 3. Normality Test Results

Variable min Max skew c.r. kurtosis c.r.

Z1 1,000 5,000 ,382 2,150 -,186 -,525
Y13 1,000 5,000 ,144 ,810 -,858 -2,415
Y11 1,000 5,000 ,290 1,635 -,393 -1,107
Y12 1,000 5,000 ,033 ,184 -,171 -,481
Y14 1,000 5,000 ,163 ,920 -,178 -,500

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Variable min Max skew c.r. kurtosis c.r.

Y16 1,000 5,000 ,179 1,009 -,325 -,914
Y15 1,000 5,000 -,331 -1,863 ,080 ,224
Y110 1,000 5,000 ,242 1,359 -,731 -2,056
Y19 1,000 5,000 ,122 ,686 -,128 -,361
Y18 1,000 5,000 ,103 ,582 -,513 -1,443
Y17 1,000 5,000 -,177 -,999 -,428 -1,204
Z3 1,000 5,000 ,074 ,416 -,473 -1,332
Z4 1,000 5,000 -,353 -1,984 -,296 -,832
Z5 1,000 5,000 -,087 -,492 -,442 -1,245
Z2 1,000 5,000 ,049 ,275 -,789 -2,219
X11 1,000 5,000 -,162 -,910 -,400 -1,126
X12 1,000 5,000 ,055 ,308 -,513 -1,444
X13 1,000 5,000 ,112 ,632 -,359 -1,010
X14 1,000 5,000 ,176 ,992 -,477 -1,342
X15 1,000 5,000 ,205 1,153 -,692 -1,947
Multivariate 11,847 2,752

The table 3 shows that the critical ratio (cr) value in each indicator, both at the skewness value and the kurtosis value
has a critical ratio (cr) value between ±2.58 so that all hands are normal univariate. Meanwhile, the multivariate
critical ratio value is 11,847, and the required ratio is 2,752. This value is still inside between ±2.58, which indicates
that the data is abnormally multivariate.
4.3 Model Confirmatory Factor Analisis (CFA)

This CFA model is carried out to test the indicators on each of the latent variables and the relationship between the
latent variables. Indicator testing is done by looking at the indicator loading value against latent variables for both
exogenous and endogenous variables. If the indicator's loading value is>0.5, then the indicator is valid as a gauge. The
full results are presented in the CFA mode below.

Figure 2. CFA Step I

The CFA 1 model above shows that it produced a chi-square value of 590.917, RMSEA of 0.092, CFI of 0.877, GFI
of 0.786, AGFI of 0.740, and TLI of 0.863, so it can be said that the model is not yet fit. Furthermore, testing the
validity of the indicators can be seen in the loading values obtained by each indicator, which can be seen in the table
below.

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Table 4. Standardized regression Model CFA 1

Estimate
X11 <--- Green_Trust 0,744
X12 <--- Green_Trust 0,819
X13 <--- Green_Trust 0,799
X14 <--- Green_Trust 0,82
X15 <--- Green_Trust 0,725
Y11 <--- Attitude_Toward_Green_Product 0,816
Y12 <--- Attitude_Toward_Green_Product 0,771
Y13 <--- Attitude_Toward_Green_Product 0,774
Y14 <--- Attitude_Toward_Green_Product 0,794
Y15 <--- Attitude_Toward_Green_Product 0,798
Y16 <--- Attitude_Toward_Green_Product 0,801
Y17 <--- Attitude_Toward_Green_Product 0,748
Y18 <--- Attitude_Toward_Green_Product 0,811
Y19 <--- Attitude_Toward_Green_Product 0,707
Y110 <--- Attitude_Toward_Green_Product 0,719
Y111 <--- Attitude_Toward_Green_Product -0,167
Y112 <--- Attitude_Toward_Green_Product -0,138
Z1 <--- Green_Purchase_Behavioral 0,758
Z3 <--- Green_Purchase_Behavioral 0,832
Z2 <--- Green_Purchase_Behavioral 0,856
Z4 <--- Green_Purchase_Behavioral 0,779
Z5 <--- Green_Purchase_Behavioral 0,849
Z6 <--- Green_Purchase_Behavioral 0,032

The standardized regression table above shows that the loading value in the Attitude toward Green Product variable
measuring indicator has a low loading value (<0.6), namely indicators Y111 and Y112 of -0.167 and -0.138,
respectively. In contrast, other indicators have a loading value of > 0.6. In the Gren Purchase Behavioral variable, one
indicator has a low loading value (<0.6), namely Z6 of 0.032. From the results of the loading value, three indicators
with common loading values (< 0.6), namely Y111, Y112, and Z6, are considered invalid. Furthermore, a second
CFA analysis was carried out by removing the above indicators from the model because it obtained a low loading
value.

Figure 2. CFA Step II

The CFA 2 model above shows that the model produced a lower chi-square value of 419.233, RMSEA of 0.089, CFI
of 0.811, GFI 0.911, AGFI 0.763, and TLI of 0.899, and it can be said that the model is not yet fit.

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Tabel 5. Standardized regression Model CFA 2

Estimate
X11 <--- Green_Trust 0,744
X12 <--- Green_Trust 0,819
X13 <--- Green_Trust 0,799
X14 <--- Green_Trust 0,821
X15 <--- Green_Trust 0,725
Y11 <--- Attitude_Toward_Green_Product 0,817
Y12 <--- Attitude_Toward_Green_Product 0,771
Y13 <--- Attitude_Toward_Green_Product 0,776
Y14 <--- Attitude_Toward_Green_Product 0,793
Y15 <--- Attitude_Toward_Green_Product 0,798
Y16 <--- Attitude_Toward_Green_Product 0,801
Y17 <--- Attitude_Toward_Green_Product 0,748
Y18 <--- Attitude_Toward_Green_Product 0,809
Y19 <--- Attitude_Toward_Green_Product 0,707
Y110 <--- Attitude_Toward_Green_Product 0,717
Z1 <--- Green_Purchase_Behavioral 0,758
Z2 <--- Green_Purchase_Behavioral 0,856
Z3 <--- Green_Purchase_Behavioral 0,831
Z4 <--- Green_Purchase_Behavioral 0,779
Z5 <--- Green_Purchase_Behavioral 0,849

From the CFA 2 model results, the indicators obtained a relatively high loading value (>0.6), so the indicators are
valid as a measure of the late variables. To create a fit/accepted model by lowering the chi-square value smaller. The
decrease in chi-square values can be done by modifying the model to correlate error values between indicators.
Information on the correlation of this indicator was obtained from the modification indices of Amos output. The
complete modification indices are presented in the table below.

Table 6. Correlation between indicator errors

M.I. By Change
eror7 <--> eror6 9,757 ,081
eror10 <--> eror11 8,585 ,078
eror14 <--> eror15 22,324 ,154
eror12 <--> eror15 21,846 ,152
eror12 <--> eror14 44,144 ,183

More, in the modification indices table above, five error correlations exist to create a model and lower the chi-square
value. The correlation between errors is as follows:
1. The correlation between error7 and error6 will reduce chi-square by 9,757.
2. The correlation between error10 and error11 will decrease the chi-square by 8,585.
3. The correlation between error14 and error15 will decrease the chi-square by 22,234.
4. The correlation between error12 and error15 will reduce the chi-square by 21,846.
5. The correlation between error12 and error15 will reduce the chi-square by 44,144.

The results of the model modification are presented in the CFA 3 model image below.

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Figure 3. Model Confirmatory Factor Analysis step III

The CFA 3 model above shows that the model produced a chi-square value that dropped to 317.902, RMSEA of
0.071, CFI of 0.945, GFI 0.859, AGFI 0.817, and TLI of 0.936. It can be said that the model is fit. Furthermore, the
CFA 3 model produces correlations between latent variables, which are more clearly presented in the table below.

Table 7. Correlation between latent variables

Correlation Estimate S.E. C.R. P Description

Attitude Toward Green
Green Trust <--> 0,409 0,064 6,364 0,000 Significant
Product
Attitude Toward Green Purchase
<--> 0,459 0,068 6,783 0,000 Significant
Green Product Behavioral
Green Purchase
Green Trust <--> 0,493 0,073 6,711 0,000 Significant
Behavioral

The table 7 shows that the estimated correlation value between the latent variables Green trust, Attitude toward Green
product, and Green Purchase behavior has a significant correlation value (<0.05). From these results, structural
models can be tested following the hypotheses that have been developed.
4.4 Structural Equation Model

The results of the CFA test show that the model is acceptable because it already meets the required criteria. Then, the
CFA model is developed into a structural model according to the developed model's hypothesis. The results of the
complete structural model are presented as follows:

Figure 4. Structural Model

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4.5 Confirmatory Test and Empirical Model Test

Absolute fit measures are a direct measure used to determine how well the model set in the study can produce the
observed data. Based on the fit model conformity results, it meets the test index based on the required rule of thumb.
That is, the model can be empirically tested (there is conformity with the data) used in this study. The measures used
are based on the type of absolute fit measures: The test results obtained a chi-square value of 317,902 already in the
small/low category. In this study, the model produced a CMIN/DF of 1,962; this value is smaller < than two, so it is
categorized as a fit model. The result of the RMSEA value of the research model of 0.071 means that the model is
accepted decently because the < 0.1. RMSEA size is more resistant to the number of samples or is not affected by the
number of pieces used. So that an easy measure to test the feasibility of an SEM model is more appropriate using
RMSEA values. The GFI value of this study was 0.859 > 0.8, meaning that the moderate model is fit.

Table 8. Absolute Fit Measures

The goodness of Fit Index Cut off value Estimation Information

Absolute Fit Measures
χ2-Chi-square small 317.902 Fit
CMIN/DF ≤ 2.00 1.962 Fit
Probability ≥ 0.05 0.000 Not Fit
RMS ≤ 0.08 0.071 Fit
GFI ≥ 0.90 0.859 Moderate Fit

Incremental fit Measures are intended to assess how well the model the researcher estimates compared to some
alternative models. Some of the measures used are as follows: research shows that an AGFI value of 0.662 means the
model is not fit. The results of this study show that the TLI value of 0.846 > 0.80 means that the moderate model is fit.
The results of this study show that the CFI value of 0.861 > 0.80 implies that the model is a good fit. In this study, the
NFI value of 0.766 means that the model is not fit.

Table 9. Incremental Fit Measures

Goodness of Fit Cut off value Estimation Information

Incremental fit Measures
AGFA ≥ 0.90 0.817 Moderate Fit
TLI ≥ 0.95 0.936 Moderate Fit
CFI ≥ 0.95 0.945 Fit
NFI ≥ 0.90 0.895 Moderate Fit

4.6 Causality Test

The complete causality model output results from Structural Equation Modeling (SEM) are presented in the table 10.

Table 10. Regression weight Testing the Full Model Hypothesis

Direct Effect Estimate S.E. C.R. P Conclusion

Attitude Toward
Green Trust ---> 0,733 0,087 8,461 0,000 Significant
Green Product
Green Purchase
Green Trust ---> 0,647 0,096 6,751 0,000 Significant
Behavioral
Attitude Toward Green Purchase
---> 0,325 0,074 4,408 0,000 Significant
Green Product Behavioral

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4.7 Empirical Model Testing

Hypothesis 1. The results of statistical testing provide the estimated value of the influence of Green Trust on Attitude
Toward Green Product of 0.733, a C.R. value of 8.461, and a p-value of 0.000. Because the C.R. value of 8,461 > 1.96
or p-value of 0.000 < 0.05, it can be concluded that Green Trust has a significant positive effect on Attitude toward
green products.
Hypothesis 2. The results of statistical testing provide the results of the estimated value of the influence of Green
Trust on Green Purchase Behavioral of 0. 647, CR value 6.751 and p-value 0.000. Because the C.R. value of 6,751 >
1.96 or p-value of 0.000 < 0.05, it can be concluded that Green Trust has a significant posit if the effect on Behavioral
Green Purchase.
Hypothesis 3. The results of statistical testing provide the results of the estimated value of the influence of Attitude
Toward Green Product on Green Purchase Behavioral of 0. 325, CR value 4.408 and p-value 0.000. Because the C.R.
value of 4.408 > 1.96 or p-value of 0.000 < 0.05, it can be concluded that Attitude Toward Green Product
significantly affects positively on Green Purchase Behavioral.
Hypothesis 4. The coefficient of indirect influence from Green Trust to Green Purchase Behavioral through Attitude
Toward Green Product is 0.733 x 0.325= 0.238. The calculation of the z value of the test table is as follows:

z-score value show3.895 is more significant than Z = 1.96 at a significance level of 0.05, it can be concluded that the
coefficient of indirect influence is substantial. This shows that Green Trust significantly indirectly affects Behavioral
Green Purchase through Attitude Toward Green Product.
4.8 Direct Effect Analysis

The direct effect is the coefficient of all coefficient lines with a single arrow of an exogenous variable against an
endogenous variable. The result of the value of the coefficient of direct influence full quality is presented in the table
below.

Table 11. Direct Effect

Attitude_Toward_Green_ Green_Purchase_
Green_Trust
Product Behavioral
Attitude_Toward_Green_Product ,733 ,000 ,000
Green_Purchase_Behavioral ,647 ,325 ,000

The table 11 shows a direct effect of each exogenous latent variable on the endogenous latent variable: The direct
influence of Green Trust on the Attitude To ward Green Product of 0.733. The immediate effect of Green Trust on

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Behavioral Green Purchase was 0.647. The direct impact of Attitude to ward Green Product on Green Purchase
Behavioral was 0.325.

4.9 Indirect Effect Analysis

An indirect effect is an effect obtained through available. Based on the model output results, the value of each indirect
influence of causality relationships in this study can be seen in the table below.

Table 12. Indirect Effect

Green_Trust Attitude_Toward_Green_Product Green_Purchase_Behavioral

Attitude_Toward_Green_Product ,000 ,000 ,000
Green_Purchase_Behavioral ,238 ,000 ,000

The table 12 shows an indirect effect from green trust to green purchase behavior through Attitude to ward Green
Product of 0.238.

4.10 Total Influence Analysis (Total Effect)

Total effect (Total Effect) is the influence of various effects between variables, namely the relationship between direct
and indirect impacts. Based on the output results, the value of each of the total marks of causality relationships in this
study is presented in the table below.

Table 13. Total effect

Green_ Attitude_Toward_ Green_Purchase_

Trust Green_Product Behavioral
Attitude_Toward_
,733 ,000 ,000
Green_Product
Green_Purchase_
,885 ,325 ,000
Behavioral

The table 13 shows a total effect of Green Trust on Green Purchase behavior of 0.885.
4.11 Discussion

The green marketing mechanism is the marketing of environmentally safe products through the implementation of a
green marketing strategy that combines a variety of more environmentally friendly activities, including product
modification, changes in production processes, changes in packaging, and advertising modifications. People's
awareness in responding to the issue of global warming seems to be increasing in the current era. Many ways are
being done to prevent the effects of global warming and further climate change. One of them is to buy daily
necessities and more environmentally friendly products. Therefore, various companies' application of green marketing
is now increasingly rampant. This social phenomenon makes green branding an added value for a company in
increasing competitiveness while producing environmentally friendly goods (eco-friendly). Green marketing refers to
consumers' satisfaction, needs, desires, and desires concerning the maintenance and preservation of the environment
so that green marketing becomes a necessity in today's business world. This condition can be seen in companies
increasingly competing to meet consumer desires for environmentally friendly products. Companies are slowly
adopting green marketing activities in their projects as part of social awareness. They are required to reach consumers
with green marketing messages. Studies show that factors are the main determinants of green branding that can
influence the purchase and consumption of green products. Liobikiene et al. (2016) state that the environment,
knowledge, attitudes, values, awareness, and effectiveness of consumer perceptions are the main factors that most
influence the purchase of green products.

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Meanwhile, according to Boztepe (2012), the results of other studies explained that environmental awareness, green
product features, prices, and promotion are factors in the green marketing strategy consumers consider in choosing
environmentally friendly products. The first factor to believe in the application of green marketing is environmental
awareness which is one of the methods to understand the fragility of the surrounding environment and the importance
of protection. Environmentally friendly products alone are not enough for sustainable development. Environmental
awareness is also needed in product consumption activities. Environmental awareness introduces us to use
environmentally friendly products that do not contain materials harmful to the environment and human health.
In marketing strategy, many things must be considered, including consumer behavior. Various things that affect
consumer behavior can affect the marketing of a product. For example, suppose a cautious consumer wants a
guaranteed and trusted product. In that case, a conscientious consumer is likely to take longer to determine whether he
will buy a product or not. By recognizing consumer behavior, it can be easier to choose the marketing strategy that
will be applied. At its core, consumer behavior is the actions of consumers in making purchases. Several things can
direct an individual in choosing, considering, and deciding to purchase a product; in this case, consumer decision-
making to buy a green product. Environmental consciousness is a multidimensional construction known to affect a
person's knowledge, attitudes, behaviors, intentions, and actions. Environmental consciousness refers to psychological
factors determining an individual's tendency towards pro-environmental behavior. In the '60s in western states,
ecological consciousness was shown to make individuals of a group refrain from buying a product that was harmful to
the environment. This Attitude will take root as long as consumers are sensitive in not buying products that are
harmful to the environment. This influences the company's commitment to making an environmentally friendly
product. The definition of environmental consciousness used in this study is environmental consciousness refers to the
ability to reshape habits to minimize environmental effects, and ecological consciousness can measure the extent to
which humans have concerns about the environment and the future of the planet. Attitude toward ecological issues
can be defined as public concerns about environmental problems that have increased gradually over the past three
decades since the inception of Earth Day. This is evidenced by more than 70% of Americans reporting that they
support environmental protection and 49% saying they would avoid buying products that are potentially harmful to
the environment.
Marketers react to consumer growth in environmental awareness by developing green products. However, few green
products have been successful, although most consumers state that environmental concerns affect their purchases.
There is little empirical evidence to support that pro-environmental consumer behavior is different from non-pro-
environment (general) consumer behavior regarding purchasing green products. General purchasing behavior is driven
by assessing the relevant benefits and costs of the product; on the contrary, pro-environmental behavior does not
provide instant personal gain or satisfaction; instead, a pro-environmental person performs future-oriented results and
benefits society. Consumers with a more substantial concern for the environment are more likely to purchase products
compared to those who care less about issues related to the environment. Attitude towards environmental issues can
measure the extent to which humans pay attention to news about environmental issues and their willingness to act on
the information and stop buying products against companies that have damaged the environment.

5. Conclusion

Consumers with a more substantial level of environmental awareness will probably think about their eco-social
benefits when buying green products. A person who has a positive attitude towards environmental issues may be
warier about the proportion of green ingredients and the effect of their trust in buying green products. Green products
of good quality can produce less packaging and minimize the use of chemicals in their production; this can strengthen
a favorable attitude for consumers toward the benefits of eco-social benefits of purchasing green products. Green
product information can be interpreted when a person knows green products, including product information and the
quality of the green product; he knows what actions can affect the environment. Such information can be found in
eco-labels. Marketers are increasingly using eco-labels to promote the identification of green products eco-labels are
an essential tool for allocating asymmetric information between sellers and buyers. They also say that labels are a
signal to complete the primary function of consumers, namely the information function that tells them (consumers)
about the characteristics of intangible products, such as the function of quality and the value of the product that gives
value to itself. Green product quality has become essential for consumers who buy environmentally friendly products.
Now companies cannot only label "green" on their products; they must also be able to meet consumer needs in terms
of the environment and create customer loyalty and competitive advantage. Product attributes such as comfort,

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availability, and quality play an important role in decision-making. The perceived level of quality is the overall
evaluative in the product assessment and the primary dimension in the product selection. Product quality can be a
good starting point in providing satisfaction and production for customer loyalty.

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