Literature Analysis of The Role of Green Trust in Sustainable Consumption Behavior

Authors

  • Orchita Verlin Oktavia Orchita Universitas Amikom Yogyakarta
  • Narwanto Nurcahyo Universitas Amikom Yogyakarta
  • Reza Widhar Universitas Amikom Yogyakarta

Keywords:

Green Trust, Sustainable consumption, environmentally friendly

Abstract

The concept of sustainable consumption can be defined as a consumption pattern that is balanced and adaptive. Sustainable consumption behavior is a type of consumption that attempts to balance the social, economic and environmental needs of current and future generations. This research aims to determine the factors that influence green trust and sustainable consumption. The data analysis technique used qualitative literature review method. The research results show that research on sustainable consumption behavior is still rarely researched. The majority of previous research focuses on consumer behavior, behavioral intentions towards products that are not environmentally friendly. Brand trust is a perception of reliability from a consumer's perspective based on experience or a series of transactions or interactions characterized by the fulfillment of expectations regarding product performance. Environmentally friendly promotion is a practical strategy for companies to gain consumer trust.

Published

2025-07-15

Issue

APSKI ICE Vol 03, Ed 01 (2025)

Section

Articles

License

Copyright (c) 2025 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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