Green Customer Behaviour: Impact of Green Brand Awareness to Green Trust

Abstract Today concern for the environment has become a very important topic, either for consumers, marketers or companies. The issue has an impact on consumer consumption patterns that lead to environmentally friendly products. Organic vegetables are environmentally friendly products that are needed by consumers, but it is still low in sales. Examining the phenomenon of the problem, this study aims to analyze the impact of green brand awareness on organic vegetables, on the retail consumer’s green trust in the city of Bandung. The study was conducted through a survey of 100 consumers who had experience of organic vegetable products in the Bandung City Self-Service Retail. The results show that Green Brand Awareness affects Green Consumer Trust. Green Brand Awareness has a direct impact on increasing consumers’ Green Trust on purchasing products. This shows that when green brand awareness is created properly, it will be able to increase the value of organic products. This research is useful for self-service retailers in considering consumer behavior in organic products from the brand side. As well as being an input for the government in dealing with the issue of environmental damage caused by non-organic materials