The strategy of eco-friendly products with green consumer behavior: Development of green trust model

Abstract Green consumer behavior is a marketer’s concern because of the value environmental sustainability—a study green as part facing climate change issue. Based on phenomenon behavior, this focuses examining trust model information support for strategy in behavior. The research conduct with sample 100 consumers which has experience buying eco-friendly products. Path analysis was carried out SmartPLS to model, well test hypotheses. results found that can increase through perceived quality and by eco-label attribute Consumer percevied plays more critical role increasing mediation variable. findings are helpful industries implement marketing strategy, needs pay attention attributes trust. implementation provides opportunities performance face