The Effect of Environmental Friendly on Green Trust : The Intermediate to Green Satisfaction and Green Perceived Quality (A Case Study In Yogyakarta Region)

Research Background- Nowadays, in the digitalization era, many management strategies promote products and attract customers. Several companies produce products without ecofriendly that can damage the environment and ecosystem. A green product is a great product that has a low impact on the environment. Research problem- this study aims to analyze 'The Influence of Environmentally Friendly on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality in Yogyakarta Region', especially of each undergraduate student.Literature review- This study focuses on the positive influence of environmental friendliness on green trust and explores the mediation effects of green satisfaction and green perceived quality. These are variables environmentally friendly, green satisfaction, green trust, and green perceived quality.Methodology- The respondents are consumers who have experience purchasing green products. This study applies structural equation modeling (SEM) to test the hypotheses.Results- The findings of this study, environmental friendliness has a significant positive impact on green satisfaction, green perceived quality, and green trust; both green satisfaction and green perceived quality positively affect green trust, and green satisfaction and green perceived quality mediate the positive relationship between environmental friendliness and green trust