The Role of Sustainable Marketing, Environmental Awareness, and Green Trust in Shaping the Green Brand Image of Green Products in The Permata Tangerang Region

Abstract

This study is expected to make a theoretical contribution by enriching the body of knowledge on consumer behaviour and sustainable marketing. Furthermore, it is anticipated to provide practical implications for business practitioners in formulating marketing strategies that are oriented toward sustainability principles, strengthening consumer trust in green products, and building a strong green brand image amid the growing public awareness of environmental issues. The results of the t-test indicate that each independent variable has a positive and statistically significant partial effect on the dependent variable. The calculated t-values for Sustainable Marketing (10.952), Environmental Awareness (5.138), and Green Trust (2.996) are all greater than the critical t-value (1.68957). In addition, all variables have a significance value of 0.000 (p < 0.05), confirming that each independent variable significantly and positively influences the dependent variable. The results of the F-test show an F-statistic of 252.007 with a significance probability of 0.000 (p < 0.05). Since the calculated F-value is greater than the critical F-value, it can be concluded that the independent variables, taken together, have a positive and statistically significant effect on brand image. Furthermore, the coefficient of determination (R²) is 0.815, indicating that 81.5% of the variance in brand image is explained by Sustainable Marketing, Environmental Awareness, and Green Trust. The remaining 18.5% is attributable to other factors not included in the present study.