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The increasing demand of enviromentaly friendly products makes a lot of company produce more products with green atribute. Yet not all of those products really have a significant impact on the environment. Greenwashing or an act of misleading the consumer become more common thus affecting customer trust on all green products including those real green company. Trust become more important in green products, this paper is trying to give a glimpse on how to increase trust for green products using customer value. Also how much customer trust give an impact on brand equity of green products.
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Diryana et al. (2015) studied this question.