September 10, 2025ChallengesOpen Access

Green Purchase Behavior in Indonesia: Examining the Role of Knowledge, Trust and Marketing

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Environmental knowledge directly influences green trust and the green marketing mix, impacting consumer behavior indirectly.
Data from 211 respondents shows that marketing strategies alone may be insufficient for driving sustainable purchasing decisions.
The study integrates green trust and the green marketing mix within the Theory of Planned Behavior to better understand consumer choices.
Practical implications highlight the importance of educational campaigns and eco-labeling to enhance consumer trust and awareness.

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Observational analysis reveals environmental knowledge boosts trust in Indonesian consumers, suggesting the need for targeted marketing strategies.

Vironika et al. (2025) studied this question.

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Observational analysis reveals environmental knowledge boosts trust in Indonesian consumers, suggesting the need for targeted marketing strategies.