Ekuitas: Jurnal Ekonomi dan Keuangan Akreditasi No.
158/E/KPT/2021
DOI: 10.
24034/j25485024.
p-ISSN 2548 Ae 298X
e-ISSN 2548 Ae 5024
GREEN MARKETING: A SUSTAINABLE BUSINESS STRATEGY
IN THE ECO-CONSCIOUS ERA
Siti Asiyah asiyah291169@gmail.
Khoirul Anwarodin Brotosuharto
Universitas Islam Malang
Firda Fadri
Universitas Jember
ABSTRAK
Penelitian ini bertujuan untuk meneliti peran green marketing dalam memediasi hubungan antara green knowledge dengan corporate social responsibility (CSR) terhadap green trust.
Penelitian ini meneliti korelasi empat konsep: yaitu green trust, green knowledge.
CSR dan green marketing.
Survei empiris digunakan untuk menguji hipotesis.
Data dikumpulkan dari 119 responden di Jawa Timur Indonesia yang merupakan konsumen AMDK Le Minerale, dan pemodelan persamaan struktural (SEM-PLS) digunakan untuk menilai hubungan model penelitian ini.
Temuan menunjukkan bahwa semua hubungan langsung hasilnya positif dan signifikan, sedangkan hubungan tak langsung antara green knowledge terhadap green trust melalui green marketing tidak signifikan sedangkan hubungan antara CSR terhadap green trust melalui green marketing terbukti signifikan.
Studi ini menunjukkan bahwa green marketing dapat digunakan sebagai strategi pemasaran yang efektif dalam meningkatkan green trust.
Studi ini juga menemukan bahwa green marketing dapat membantu perusahaan meningkatkan green trust konsumennya.
Penelitian ini mengeksplorasi hubungan antara green knowledge dan CSR terhadap green trust melalui green marketing, menciptakan strategi green marketing yang efektif dan jujur, serta menawarkan implikasi manajerial untuk pengembangan pemasaran keberlanjutan.
Kata kunci: green marketing, green knowledge, green trust, corporate social responsibility ABSTRACT This research examines the role of green marketing in mediating between green knowledge and CSR on green trust.
It investigates the correlation among four key concepts: green trust, green knowledge.
CSR, and green marketing.
An empirical survey tested the proposed hypotheses.
Data were collected from 119 respondents in East Java.
Indonesia, who consume Le Minerale bottled drinking water.
Structural Equation Modeling using Partial Least Squares (SEM-PLS) was used to assess the research model.
Results reveal that all direct relationships are positive and significant.
Specifically, the analysis found green marketing does not significantly mediate the relationship between green knowledge and green This means green knowledge does not increase green trust through green marketing.
However, the indirect effect of CSR on green trust via green marketing is significant.
This highlights that CSR builds green trust when green marketing is a mediator.
These results suggest that green marketing can be an effective strategy for building consumer green trust.
The research finds that green marketing helps companies enhance their consumersAo green trust.
By exploring the roles of green knowledge and CSR in green trust through green marketing, this research highlights the value of honest and effective It also offers managerial implications for sustainable marketing.
Key words: green marketing, green knowledge, green trust, corporate social responsibility Ekuitas: Jurnal Ekonomi dan Keuangan Ae Volume 9.
Number 4.
December 2025 : 560 Ae 579
INTRODUCTION
Environmental issues related to ecofriendly products have become a global concern that companies, both in goods and service sectors, can no longer ignore.
This growing attention stems from mounting problems such as waste accumulation, plastic pollution, climate change, and the clean water crisis, which have heightened ecological awareness among both consumers and businesses.
In this context, the bottled water industry has come under public scrutiny due to its contribution to plastic waste and natural resource consumption.
consumer awareness of sustainability issues increases, companies are facing greater demands to operate transparently, act responsibly, and integrate environmentally friendly practices across all aspects of their business activities (Parag et al.
, 2.
Le Minerale was chosen for this study for specific reasons.
As a top brand in IndonesiaAos bottled water market, its CSR actions and environmental campaigns reach many people.
These can influence how consumers think and act.
The company runs programs that support healthy habits and encourage bottle recycling.
This allows us to examine the link between CSR and consumer trust in environmental care.
As part of the Mayora Group.
Le Minerale helps us determine whether CSR demonstrates real commitment or primarily serves to improve its image.
With more Indonesians becoming aware of environmental issues, especially plastic waste.
Le Minerale is a good case study of how CSR affects views on Le Minerale initiated programs that involve promoting a healthy lifestyle and encouraging participation in plastic bottle waste management.
However, these efforts have raised questions among consumers about whether such programs reflect genuine corporate commitment or are merely part of a growing trend of This tension makes Le Minerale an interesting and relevant case for studying the effectiveness and authenticity of corporate environmental initiatives in influencing consumer perceptions and Green trust reflects consumersAo belief in a companyAos or brandAos genuine dedication to environmental preservation, rather than the mere exploitation of environmental issues for business gain (Widiantari and Rachmawati, 2.
This trust plays a particularly crucial role for products like bottled drinking water, which are often criticized for their substantial contribution to plastic pollution.
Hashish et al.
studied how green trust and satisfaction link green branding to brand loyalty.
They found that green branding directly shapes both trust and This increases loyalty to the Both green trust and satisfaction Hengboriboon et al.
used Structural Equation Modeling (SEM) to study how product image, green marketing, and reputation affect consumer choices, focusing on companies with CSR programs.
However, they did not focus on the role of green Green marketing can be defined as a series of activities intended to promote environmentally friendly products.
These activities may involve changes to product design, manufacturing processes, packaging and the communication strategies companies use to present their products (Mahmoud et al.
Additionally.
Abdullah and Suhud .
explained that green marketing can be described as a broad concept that encompasses all efforts focused on promoting the exchange of products or services that meet consumer needs while minimizing negative effects on the environment.
Green marketing has been shown to be an effective means for establishing market dominance and plays a significant role in shaping consumer buying behaviors (Tan et , 2.
While.
Tariq et al.
explored in depth how digital marketing strategies, corporate social responsibility (CSR) programs, and green marketing practices Green Marketing: a Sustainable.
Ae Asiyah.
Brotosuharto.
Fadri contribute to and shape the overall development and strengthening of a brand in the marketplace.
Their study found that factors such as environmental transparency, green innovation, eco-friendly partnerships, and marketing efforts significantly impact the development of brands within manufacturing firms in the UK.
Yet, social disclosure and marketing through social media did not significantly affect brand development.
Consequently, the research indicates that manufacturers should prioritize environmental disclosure, ecofriendly innovations, sustainable partnerships, and promotional strategies to achieve successful brand development.
Vinoth .
indicated that environmental awareness, perceived knowledge about the environment, and green advertising are essential to establishing green trust, which in turn enhances brand loyalty to eco-friendly products in India.
Khan et al.
investigated how to create impactful green marketing initiatives to influence consumer buying behavior regarding green products.
Despite numerous conceptual investigations into green trust, the empirical research as a dependent variable remains scarce.
The function of green marketing as a mediating variable has only been examined in a few number of previous empirical research.
other words, this area still remains underexplored in current researches.
Their lack of clarity regarding the elements affect both green trust and green marketing.
The constructs may still be regarded as intricate, inconsistent, unclear, and subjective.
They hinder the previous research advancement and do not link theory with practical Therefore, this study fills the research gap by examining how green marketing relates to green trust within the bottled water sector, particularly regarding consumer Building the previous theoretical framework, this study aims to reveal the direct and indirect effects of green knowledge and corporate social responsibility (CSR) on green trust through green marketing, with a specific emphasis on Le Minerale consumers in East Java.
Indonesia.
THEORETICAL REVIEW
Green Knowledge Green knowledge management initially involves the development of environmentally oriented ideas and knowledge.
It serves a key foundation for encouraging green innovation and strengthening a companyAos sustainability outcomes (Abbas, 2020.
Paraschiv et al.
, 2.
They indicate that organizations can greatly enhance their environmental sustainability when they are proficient in absorbing and utilizing green knowledge.
Additionally, green knowledge, including the methods of disseminating, preserving, and obtaining environmental information, have been demonstrated to benefit knowledgebased leadership (Nasir et al.
, 2.
Earlier studies also show that incorporating environmentally-friendly knowledge into business strategies allows companies to align their operations with sustainability-focused frameworks (Wang et al.
, 2022.
Shafi et al.
Therefore, building a strong and deliberate green knowledge base is essential for advancing green practices.
The intentional creation of green knowledge significantly supports the growth of sustainable ventures by simultaneously enhancing both green innovation and environmentally responsible practices (Pan et al.
, 2.
The concept of green knowledgement covers a wide range of disciplines and sectors, from environmental science, renewable energy, to environmentally friendly product Furthermore, sustainability-related organisations to make decisions that minimise negative impacts on the environment and promote ecological balance (Yu et al.
, 2.
A study conducted by Amoako et al.
The results show that customers' purchasing behaviour and green knowledge are strongly and favourably correlated.
The green attitudes and purchasing decisions are similarly positively correlated.
However, the Ekuitas: Jurnal Ekonomi dan Keuangan Ae Volume 9.
Number 4.
December 2025 : 560 Ae 579 findings also reveal that green trust does not function as a mediating variable in the link between green knowledge and purchasing behavior, while green value does play a mediating role.
In contrast.
Sahoo et al.
recognized that the allocation of resources affects the connections between acquiring green knowledge, managing green They provide valuable insights for managers, enabling them to focus on strategizing, distributing resources, and budgeting for successful green initiatives, which in turn improves a company's environmental performance.
Corporate Social Responsibility (CSR) Businesses possess four categories of responsibility: economic, legal, ethical, and philanthropic obligations.
The economic dimension explains that the company must be profitable, so the company must produce goods effectively and efficiently.
The company must comply with applicable regulations or laws.
Companies also need to act fairly, ethically and morally according to society's expectations.
Manufacturing companies are more vulnerable to increased environmental pollution as it involves the exploitation of natural resources.
Pratiwi et al.
emphasise how a strong commitment to social responsibility and sustainability is essential to boosting consumer interest in buying beauty items since these values affect consumers' views and purchasing decisions.
Al-Haddad et al.
have found that manufacturing companies tend to operate in less developed countries due to the availability of cheap Providing information about a company's social work helps to persuade consumers because they are interested in a company's social goals.
Furthermore, sharing information about social matters greatly influence brand The findings from Amoako et .
revealed a strong and positive relationship between business ethics, corporate social responsibility (CSR), green marketing, and customer loyalty.
Both CSR and green marketing were found to play important mediating roles in linking consumersAo perceptions of corporate ethics with their loyalty to the brand.
Waris et al.
discovered that corporate social responsibility initiatives that prioritize environmental considerations have a substantial effect on environmentally responsible customer behavior, trust in the company, affinity with the company, and the corporate image.
Green Marketing Sustainable marketing is commonly known as green marketing.
It refers to all the efforts undertaken by an organization to design, develop, promote, and distribute environmentally friendly products.
The efforts are primarily aimed at reducing the negative environmental impact that arises from production activities, while the growing demand for more eco-conscious products (Sugandini et al.
, 2.
Pacevisit and Razbadauskaite Venske .
offer an alternative perspective, defining green marketing as initiatives at enabling commercial exchanges that satisfy human needs or wants in concurrently mitigating detrimental effects on the ecosystem.
As the increasing consumer demand for eco-friendly goods, green marketing has emerged as an essential and strategic component of corporate Iqbal et al.
emphasize that the need for businesses to implement successful green marketing campaigns.
They are essential for encouraging consumers to purchase their environmentally sound products.
Husna et al.
posit that green marketing functions as a crucial intermediary factor, connecting the consumerAos attitudes toward green products, awareness of the pricing strategies for these products, perceived value, and ultimate intention to purchase.
Green Trust Green trust relates to the confidence that consumers place in a brand or productAos Green Marketing: a Sustainable.
Ae Asiyah.
Brotosuharto.
Fadri genuine commitment to its environmental This idea aligns with Nicoleta et al.
who define green trust as the extent to which a product or service is able to consistently, reliably, and convincingly meet customer expectations.
At the same time, the green trust demonstrates a genuine commitment to environmental sustainability through responsible practices and ecofriendly performance.
Trust contributes to sustainability, thereby enhancing green trust by fostering a stronger bond between customers and nature (Alamsyah and Febriani, 2.
Wulandari and Miswanto .
suggest that a stronger understanding of environmentally friendly products along with a higher level of trust in these products positively influences consumersAo decisions to purchase green products.
According to Mahendra et al.
, trust in eco-friendly products and customer satisfaction act as intermediaries in the relationship between the perceived value of green products and the probability of Alhamad et al.
argue that green marketing has become one of the most successful and strategic ways for companies to draw clients, improve their brand image, and stay competitive in the market as consumer demand for eco-friendly products keeps rising.
Their study integrates previous researches to deepen understanding of how green marketing strategies, perceived green value, and green purchasing intention are They also consider environmental trust as an important moderating variable that influences the strength of these relationships.
Conceptual Framework The conceptual framework of this research is illustrated in Figure 1.
This research explains the mediating role of green marketing in the relationship with green Each construct contributes differently to the formation of green trust.
Therefore, the benefitsAieconomic, social, and epistemicAi will be analyzed accordingly.
Figure 1 Conceptual Framework Source: Developed by author, 2025 Hypothesis Development The Relationship Between Green Knowledge and Green Marketing According to Devina et al.
, green knowledge must be developed within both individuals and organizations to support environmentally conscious behavior.
Thus, higher levels of consumer awareness regarding the importance of eco-friendly products are expected to positively influence consumersAo responses to green marketing So, the higher environmental awareness leads to a more favorable consumer response to green marketing strategies (Ali.
Then.
Isbahi et al.
highlights that awareness of environmental issues plays a key role in fostering favorable perceptions of ecofriendly brands.
Based on this theoretical foundation, this study proposes a hypothesis with a positive direction:
H1: Green knowledge positively influences green marketing.
The Relationship Between CSR and Green Marketing Corporate Social Responsibility (CSR) reflects a companyAos long-term commitment to conduct its business in an ethical and responsible manner.
It does not only support environmental sustainability and social wellbeing, but also encourages economic growth and improves the employeeAos life quality, local communities, and society as a whole (Xiao et al.
, 2.
CSR and green marketing are interconnected.
A higher level of CSR engagement positively guides and enhances the companyAos green marketing strategies.
Ekuitas: Jurnal Ekonomi dan Keuangan Ae Volume 9.
Number 4.
December 2025 : 560 Ae 579 The genuine CSR serves the ethical foundation for communication.
Green marketing serves an effective communication channel to inform the public about the companyAos CSR efforts.
Therefore.
CSR is hypothesized to have a direct positive effect on green marketing:
H2: CSR positively influences green marketing.
The Relationship Between Green Knowledge and Green Trust Green consumers' comprehension and insight into environmental matters and sustainable Li et al.
describe green trust as the extent to which a product or service can reliably and credibly meet customer expectations while promoting environmental Consumers who possess a deeper understanding of environmental issues often adopt a more critical stance and are less inclined to trust companies that lack transparent and honest communication.
Tan et al.
indicate that aspects of green marketing, like the recognition of environmentally friendly products, can influence buying intentions via trust and the image of the green brand.
In a similar vein.
Nguyen-Viet and Thanh Tran .
discovered that people who have a higher level of environmental consciousness and understanding tend to have greater trust in eco-friendly brands.
Thus, higher green knowledge is expected to strengthen green trust among consumers:
H3: Green knowledge positively influences green trust.
The Relationship Between CSR and Green Trust The relationship between Corporate Social Responsibility (CSR) and green trust is very strong.
A companyAos sincere commitment to environmental CSR programs greatly strengthens consumersAo trust in the credibility of the companyAos sustainability claims.
A high level of CSR engagement often translates into greater effort in producing, promoting, and distributing sustainable Hang et al.
found that CSR and green product innovation contribute positively to organizational performance, with green trust serving as a mediating variable.
Similarly.
Tao et al.
discovered that in TaiwanAos green building industry.
CSR positively influences consumersAo green purchase intentions, with green trust acting as a significant mediator.
CSR is expected to have a direct positive effect on green trust:
H4: CSR positively influences green trust.
The Relationship Between Green Marketing and Green Trust The promotion of goods or services on the basis of their environmental advantages such as recyclable design, energy-efficient manufacturing, and corporate dedication to sustainability is known as "green marketing".
It is a key concept within sustainable marketing, closely related to green trust.
Previous research has demonstrated that well-executed green marketing practices help build consumer trust in brands or companies.
Memon et al.
noted that green marketing reflects a businessAos commitment to designing, promoting, and delivering products that minimize environmental harm.
Accordingly, effective green marketing is expected to positively enhance green trust:
H5: Green marketing positively influences green trust.
The Mediating Role of Green Marketing Between Green Knowledge and Green Trust The development of open, truthful, and responsible green marketing strategies is greatly aided by green knowledge.
It is defined as the degree of comprehension and awareness that people or organizations have environmental issues and environmentally friendly products.
When the green marketing strategies are perceived as credible and effective, addressing a genuine commitment to environmental protection.
They are expected to positively enhance consumersAo green trust, increasing confidence in the Green Marketing: a Sustainable.
Ae Asiyah.
Brotosuharto.
Fadri companyAos environmental claims.
Green marketing mediates the relationship.
Consumers with greater green knowledge are more likely to respond positively to ecofriendly marketing initiatives, making them more likely to trust environmental claims.
Widiantari and Rachmawati .
emphasize how green marketing tactics can influence green perceived quality and green satisfaction, which can form green trust.
Pham and Pham .
also found that green knowledge positively influences green marketing effectiveness.
H6: Green knowledge positively influences green trust through green marketing.
The Mediating Role of Green Marketing Between CSR and Green Trust Establishing consumer trust in a companyAos environmental claims cannot rely solely on CSR initiatives.
These CSR activities must be effectively communicated, and green marketing serves as the key mediator that translates CSR efforts into clear and trustworthy messages for This is in line with Amoako et al.
who found clear and meaningful relationships among business ethics, corporate social responsibility (CSR), green marketing practices, and customer loyalty to the brand.
Nguyen-Viet and Thanh Tran .
they also discovered that customers' opinions of green marketing tactics and company image positively contribute to the growth of trust, which in turn plays a crucial part in influencing and forming consumers' purchase decisions.
Alhamad et al.
The study also showed that well-executed green marketing strategies are capable of strengthening green brand value and increasing consumersAo intention with green trust serving as a key mediator.
Therefore, green marketing is expected to mediate the positive influence of CSR on green trust:
H7: CSR positively influences green trust through green marketing as a mediating RESEARCH METHOD Type of Research This research uses a quantitative It aims to test theories objectively by examining relationships among variables measured through structured instruments and analyzed statistics.
Quantitative research relies on numerical or statistical methods to explain phenomena, typically through measurable data collection, with an emphasis on hypothesis testing and generalizability of Sampling Technique and Sample Size The population of this study consists of all Le Minerale customers in East Java, particularly those residing in Malang and Surabaya.
However, the total population size was unknown.
Therefore, the sample was determined using a non-probability sampling technique with specific selection criteria.
The sample includes individuals who consume Le Minerale at least three times a week.
The appropriate sample size was based on the statistical method, namely Structural Equation Modelling (SEM).
Memon et al.
state that the representative sample size for SEM should be 5 to 10 times the number of indicators.
Thus, the targeted sample was 160 respondents, but only 119 valid responses were received and used for the analysis.
Variabel and Analysis Method This study consists of five constructs developed in previous research.
The variables and indicators are shown in Table Green knowledge items were adopted from Amoako .
Mahmoud et al.
and Husna et al.
Meanwhile.
CSR items were adapted from Hengboriboon .
and Nguyen-Viet and Thanh Tran .
Then, green marketing items were adopted from Alhamad .
Husna et al.
, and Abdullah & Suhud .
Furthermore, the final green trust variable was taken from Alamsyah and Febriani .
and Ha .
Ekuitas: Jurnal Ekonomi dan Keuangan Ae Volume 9.
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December 2025 : 560 Ae 579 Table 1 Variables and Indicators Variables Green Knowledge CSR Green Marketing Green Trust Indicators awareness when purchasing environmentally safe products knowledge of how to choose products that reduce waste understanding of packaging that causes environmental problems understanding of packaging that causes environmental problems supporting environmental conservation allocating part of its income for social activities, frequently sponsoring environmental events frequently sponsoring environmental events receiving multiple awards in the field of environmental having an eco-label providing information about product composition and instructions for use or disposal Company has refill products Packaging can be recycled The Le Mineral brand's commitment to the environment is reliable The Le Mineral brand's environmental performance is accountable The Le Mineral brand's environmental awareness meets The Le Mineral brand upholds its promise and commitment to consumer protection Source (Amoako,2.
(Mahmoud et al, (Husna al, 2.
(Hengboriboon, (NguyenViet.
Thanh Tran.
C, (Alhamad, (Husna al, 2.
(Abdullah & Suhud, 2.
(Alamsyah and Febriani 2.
(Ha.
T, 2.
Source: Data processed by the author, 2025 The data were processed and examined using Partial Least Squares Structural Equation Modeling (PLS-SEM).
It is suitable even when the data do not meet multivariate normality, and it accommodates various scale types, such as categorical, ordinal, interval, and ratio.
Additionally.
PLS-SEM allows for analysis with relatively small sample sizes, making it a robust and flexible technique for empirical research in diverse conditions (Hair et al.
, 2.
ANALYSIS AND DISCUSSIONS
Descriptive Statistical Analysis Descriptive statistics in this research were analyzed using the average responses from all participants for each indicator, based on a 5point Likert scale.
The results of the descriptive analysis are presented in Table 2, outlining the demographic characteristics of the Le Minerale consumers surveyed.
As in Table 2, the sample consisted of 74 female respondents and 45 male respondents.
Regarding occupation, the majority of respondents were university students .
, followed by private sector employees .
, civil servants (ASN) .
, lecturers .
, unemployed individuals .
, and entrepreneurs .
Table 2 Respondent characteristics Man Woman Total Frequency Percent Gender Cumulative Percent Green Marketing: a Sustainable.
Ae Asiyah.
Brotosuharto.
Fadri
Senior High school
S1/S2/S3
Total Student Lecturer Private Sector Employee Civil Servant Entrepreneur Unemployed Total Education Occupation Source: Data processed by the author, 2025 The research targeted respondents aged 17 and above, as this age group is generally considered capable of making independent consumption decisions.
In terms of educational background, most respondents had at least a bachelor's degree (S.
, accounting for 106 participants, while the remaining 13 respondents had completed senior high school or equivalent.
Validity Test All items in this research demonstrate strong convergent validity, as indicated by outer loading values exceeding 0.
70 on respective constructs.
As shown in Table 2, the high outer loading values confirm that the constructs.
CSR.
Green Knowledge.
Green Marketing, and Green Trust, are well represented by their respective indicators.
Table 3
Validity Test Results Instrument
CSR1
CSR2
CSR3
CSR4
GK1
GK2
GK3
GK4
GM1
GM2
GM4
GT1
GT2
GT3
GT4
CSR
Green Knowledge Green Marketing Green Trust Source: Data processed by the author, 2025 Reliability Test As presented in Table 3, the values of both composite reliability and CronbachAos Alpha for the four latent variablesAinamely CSR, green knowledge, green marketing, and green trustAiall exceed the accepted threshold of 0.
The results indicate that the manifest indicators are able to measure their respective latent variables effectively and consistently, thereby confirming that the measurement models for all four constructs are reliable.
Ekuitas: Jurnal Ekonomi dan Keuangan Ae Volume 9.
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December 2025 : 560 Ae 579 Table 4 Reliability Test Results CSR Green Green Green Trust CronbachAos Composite independent variables, namely Green Knowledge and CSR.
Meanwhile, the Rsquare value for the Green Trust variable is 694, meaning that 69.
4% of the variation in Green Trust can be accounted for by Green Knowledge.
CSR, and Green Marketing.
These values suggest that the structural model has a strong explanatory power for both dependent variables.
Source: Data processed by the author, 2025 Structural Equation Modeling (SEM) with PLS Partial Least Squares (PLS) Analysis The following section presents the results of hypothesis testing using Structural Equation Modeling (SEM) with PLS version Based on Table 4, the R-square value for the Green Marketing variable is 0.
574, which indicates that 57.
4% of the variance in Green Marketing can be explained by the Table 5 Inner Model Test Results R-square Green Marketing Green Trust R-square Source: Data processed by the author, 2025 Based on the model fit indicators (Table .
, the structural model meets the required criteria and is therefore appropriate for hypothesis testing.
Table 6
Model Fit Summary Parameter SRMR
Rule of Thumb
< 0,1
Parameter d_ULS >0,05 >0,05 Chi Square X2 Statistic Ou X2 table 23,685 NFI Close to 1 GoF 1 = Small.
Moderate, 0.
= Large 0,69 Description Fit (The model shows a very good fit between the observed data and the hypothesized mode.
Fit (Indicates that the structural model does not show significant deviation and can be accepted.
This means the model closely represents the ideal relationship expected from the dat.
Indicates that the model has good global fit and that internal model relationships do not show significant differences compared to actual data.
Fit (Indicates the model fits significantly well with the sample data and the structural model can explain relationships among variables wel.
Fit (The model has a reasonably good level of fit, so it can be accepte.
Fit (A large GoF value indicates the model is very suitable for explaining relationships among the latent Source: Data processed by the author, 2025 Hypothesis Testing Hypothesis testing in this study focused on the path coefficient estimates and corresponding p-values (Figure .
The analysis also includes testing for mediation effects within the proposed research model.
Green Marketing: a Sustainable.
Ae Asiyah.
Brotosuharto.
Fadri Direct Effect With a p-value of 0.
036, which is less than 05 cutoff.
Table 6's statistical results demonstrate that there is a positive and statistically significant correlation between green marketing and green knowledge.
This outcome indicates that H1 is approved.
The pvalue of 0.
763, which is greater than 0.
indicates that while the association between green knowledge and green trust is positive, it is not statistically significant.
Consequently.
H2 is rejected.
Additionally, a p-value of 0.
000 (< 0.
indicates that there is a positive and highly significant association between green marketing and corporate social responsibility (CSR), supporting hypothesis H3.
Similarly, a p-value of 0.
000 supports the statistical significance of the direct association between CSR and green trust, leading to the acceptance of H4.
Furthermore, a p-value of 0.
indicates that there is a positive and significant association between green marketing and green trust, supporting the acceptance of H5.
Indirect Effects: Mediation Test According to the analysis, the indirect impact of green knowledge on green trust via green marketing has a p-value of 0.
which is marginally greater than the conventional significance level of 0.
This suggests that H6 is not supported.
On the other hand, a p-value of 0.
000 indicates that the indirect association between CSR and green trust through green marketing is statistically significant.
This finding supports H7 since it demonstrates how well green marketing mediates the link.
Table 7 summarizes the findings of the hypothesis tests for H6 and H7.
However the indirect effect shown in Table 8.
Figure 2 Structural Model Results Source: Data processed by the author, 2025 Table 7 Direct Effect Relationship knowledge E G.
Marketing CSR-E Green Marketing Path Coefficient t-statistics P-values Conclusion Significant Significant Ekuitas: Jurnal Ekonomi dan Keuangan Ae Volume 9.
Number 4.
December 2025 : 560 Ae 579 Relationship Path Coefficient knowledge E G.
Trust CSR-E Green Trust Green Marketing E G.
Trust Source: Data processed by the author, 2025 t-statistics P-values Conclusion Not Significant Significant Significant Table 8 Indirect Effect Relationship t-statistics Green knowledge E Green Marketing E Green Trust CSR -E Green Marketing E Green Trust Source: Data processed by the author, 2025 P-values The Influence of Green Knowledge on Green Marketing As the findings, green marketing is significantly influenced by green knowledge, which means that people who are more knowledgeable about environmental issues and eco-friendly products are more likely to have positive opinions of businesses that practice environmental responsibility.
consumers become more environmentally aware, they also grow more critical of the negative environmental effects of non-ecofriendly products.
Then, they push companies to create and design products that align with the expectations and values of environmentally conscious consumers.
In this study, a large proportion of respondents were university students .
%), a group that generally has higher environmental awareness.
Consequently, they tend to prefer brands that apply green marketing strategies.
Most respondents recognize that Le MineraleAos products are refillable, recyclable, and carry eco-labels, reinforcing their perception that the company manages its production processes responsibly and minimizes excessive resource exploitation.
These findings are consistent with Widiantari and Rachmawati .
The environmental knowledge strongly shapes environmental attitudes, which in turn influence consumersAo intention to purchase eco-friendly products.
Their study used SEMPLS, in relation to Indonesian sample.
So, they provide strong contextual support, indicating consumers with higher environmental knowledge tend to respond more positively to green marketing.
The results are also supported by Mahmoud et al.
They found that green knowledge significantly strengthens the effect of the green marketing mix on repurchase intention.
Their research environmental understanding, consumers may not fully appreciate eco-labels, recyclable product features, or other green marketing These studies indicate that the success of green marketing depends heavily on consumersAo level of green knowledge.
The more informed consumers are, the more likely they are to recognize, value, and support companiesAo sustainability-focused marketing efforts.
Conclusion Not Significant Mediation Status Partial Mediation Significant Potential Mediation The Influence of CSR on Green Marketing The statistical analysis shows that CSR has a strong and significant effect on Green Marketing.
Table 6 reports a path coefficient 624 with a p-value of 0.
000, indicating that companies with well-executed CSR initiatives tend to communicate their sustainability efforts more effectively through Green Marketing strategies.
CSR programs strengthen a companyAos image as an environmentally responsible Consumers respond more positively to Green Marketing when they observe consistent CSR actions, such as energy-saving initiatives or emission reduction, which Green Marketing: a Sustainable.
Ae Asiyah.
Brotosuharto.
Fadri enhance the credibility and authenticity of the companyAos environmental messages.
The indirect effect results in Table 7 reveal a significant mediating pathway from CSR to Green Marketing to Green Trust .
-value = So.
Green Marketing acts as an important channel through which CSR builds consumer trust, amplifying the impact of CSR on consumer perceptions.
These findings align with recent studies.
Nguyen-Viet and Thanh Tran .
highlight that CSR fosters sustainable consumption through green trust, while Hang et al.
show that CSR and green product innovation improve performance via green trust.
Tao et .
also confirm the positive impact of CSR underscoring its role in strengthening Green Marketing messages.
The results emphasize CSR as a strategic foundation for effective Green Marketing.
Consistent environmental responsibility enhances trust and consumer loyalty, enabling companies to achieve stronger outcomes in markets where sustainability awareness continues to rise.
The Influence of Green Knowledge on Green Trust The results shows that green knowledge does not significantly influence green trust.
Although respondents are aware of environmental issues, this awareness does not automatically build trust in Le MineraleAos green claims.
Student respondents, who dominate the sample, tend to be more critical, making them less easily convinced by green messages that lack clear and verifiable proof.
This result aligns with Sio et al.
, that skepticism toward green advertising can environmentally knowledgeable consumers.
Their study emphasizes that trust depends more on the credibility of green claims than on consumer knowledge alone.
Table 7 also indicates no indirect effect from green knowledge to green trust through green marketing, reinforcing that trust must be built through consistent actions and transparent Nicoleta et al.
similarly showed that greenwashing damages trust, especially among well-informed consumers.
Supporting evidence from Khan et al.
and Li et al.
that trust is driven by observable authenticity and genuine environmental commitment.
The findings show that green trust develops not from environmental knowledge, but from companiesAo The Influence of CSR on Green Trust The relationship between CSR and green trust is notably strong, as evidenced in Table 6 and Table 7, where CSR shows significant positive effects on both green trust and green CSR activities, such as conservation efforts, recycling programs, and long-term environmental commitments, shape consumer perceptions that the company is genuinely enhancing brand credibility and strengthening the authenticity of its green claims.
This finding aligns with the study by Sio et al.
that trust mediates positive consumer responses toward eco-friendly products.
When environmental claims are perceived as credible, consumers show stronger intentions to engage in green consumption.
CSR-driven actions help reduce skepticism and reinforce the believability of green messages.
Tao et al.
similarly reported that CSR positively influences green purchase intentions by increasing the perceived sincerity of a companyAos environmental communication.
This supports the empirical finding in Table 6 that CSR significantly drives green trust.
Hang et al.
further highlight that CSR and organizational performance through the mediating role of green trust, emphasizing its strategic importance.
In the case of Le Minerale, this mechanism is reinforced by respondent characteristics.
The majority .
%) have higher education backgrounds, making them more discerning in evaluating whether CSR programs are genuine.
When consumers perceive Le MineraleAos CSR initiatives as consistent and meaningful, their Ekuitas: Jurnal Ekonomi dan Keuangan Ae Volume 9.
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December 2025 : 560 Ae 579 trust in the companyAos environmental integrity Consequently.
CSR becomes a key driver of green trust and strengthens the credibility of green marketing efforts.
The Influence of Green Marketing on Green Trust The results of this study confirm that green marketing significantly influences green trust, as shown in Table 6, where the green marketing Ie green trust path is positive and statistically significant.
This indicates that Le MineraleAos green marketing efforts successfully increase consumer confidence in the honesty and reliability of its environmental claims.
Consumers perceive that the company contributes positively to environmental sustainability and avoids practices associated with greenwashing.
These findings align with Ha .
that greenwashing undermines green trust, while credible and consistent green messages strengthen consumer confidence.
By implementing transparent green marketing, such as providing clear product information, demonstrating environmental commitment, and using official ecocertifications, the company can validate the authenticity of its green claims.
Table 7 further shows that green marketing significantly mediates CSRAos effect on green trust, reinforcing its role in building This is consistent with Khan et al.
that green trust is strongly shaped by observable green product attributes and perceived authenticity rather than by promotional messages alone.
Li et al.
similarly emphasize that trust emerges only when companies demonstrate real, consistent environmental commitment supported by verifiable actions.
The Influence of Green Knowledge on Green Trust through Green Marketing This study finds that green marketing does not mediate the relationship between green knowledge and green trust.
As shown in Table 6, green knowledge does not significantly influence green trust, and Table 7 confirms that the indirect effect through green marketing is also not significant.
Although respondents with higher green knowledge tend to appreciate credible environmental communication, this knowledge does not automatically translate into trust.
Instead, trust requires strong evidence that green marketing messages align with the companyAos actual environmental performance.
These findings are consistent with Sio et .
that even knowledgeable consumers remain skeptical if green claims lack credibility, leading to weakened green trust.
Similarly.
Nicoleta et al.
found that greenwashing or inconsistencies between claims and practices significantly erode trust among well-informed consumers.
Khan et al.
further explained that green trust is shaped more by observable environmental attributes than by consumersAo pre-existing environmental knowledge.
Li et al.
also highlighted that trust only emerges when companies provide verifiable and consistent environmental actions.
Supporting this perspective.
Hang et al.
emphasized that green trust develops when sustainability initiatives are genuine and aligned with the company's broader CSR efforts.
These results reinforce the idea that green knowledge alone is insufficient to build trust.
For trust to form, consumers, especially those who are highly knowledgeable, require tangible proof of environmental responsibility rather than relying solely on green marketing narratives.
The Influence of CSR on Green Trust through Green Marketing Based on the statistical results (Table 6 and Table .
H7 is accepted, indicating that CSR influences green trust indirectly through green marketing.
CSR alone is not sufficient to build green trust.
instead, consumers need to perceive CSR as credible when CSR initiatives are communicated effectively through green marketing content.
When companies promote environmental programs transparently, such as emission reduction, waste management, or renewable energy use, green marketing becomes a channel that strengthens Green Marketing: a Sustainable.
Ae Asiyah.
Brotosuharto.
Fadri consumersAo belief in the companyAos environmental responsibility.
The findings are aligned with previous Ha .
explained that transparent environmental communication helps prevent greenwashing and strengthens green trust.
Nguyen-Viet and Thanh Tran .
found that CSR can enhance green trust when communicated through credible green Hang et al.
also noted that CSR improves trust only when companies demonstrate authentic environmental efforts supported by effective green marketing In addition.
Khan et al.
emphasized that green product attributes communicated through green marketing strengthen consumer trust.
Al-Haddad et al.
further showed that CSR increases consumer engagement, which in turn enhances trust in companiesAo sustainability CSR that is implemented consistently and communicated through honest green marketing messages can significantly strengthen green trust.
This synergy enables companies not only to build credibility but also to increase consumer loyalty toward environmentally responsible CONCLUSION AND SUGGESTION Conclusion Theoretically, this research contributes to several ways.
First, green marketing is rarely examined as a mediating variable in previous However, this study highlights its crucial role in shaping green trust.
Second, while green knowledge reflects an individual's understanding of environmental issues and eco-friendly products, such as knowledge, does not automatically increase green trust.
This possibly is due to knowledgeable consumers to be more critical and demand concrete evidence of a companyAos environmental claims.
Third, although prior studies often focused on green loyalty or green purchase intention, this research shows that similar antecedents also influence green trust.
It is a key determinant of consumer loyalty.
Finally, the study demonstrates that green knowledge must be effectively communicated through green marketing to influence green trust.
Managerial implications can also be drawn from the findings.
Green knowledge significantly predicts green marketing.
suggests that companies should continue educating consumers about environmental issues, eco-friendly consumption, and waste CSR is likewise a strong predictor of green marketing.
Therefore.
CSR programs must be implemented sincerely and transparently to reinforce green marketing efforts.
Since green marketing mediates the relationship between CSR and green trust, companies should ensure that environmentally responsible actions, such as eco-labeling, recyclability information, and communicated to strengthen consumer trust in sustainable products like Le Minerale.
Limitations and Suggestions This study is subject to several First, the results cannot be broadly generalized beyond the Indonesian context, as the sample was drawn from.
This research investigated how green knowledge and Corporate Social Responsibility (CSR) influence green trust, with green marketing serving as a mediating variable.
Out of the seven hypotheses that were tested, five were supported, while two were not confirmed.
The results reveal that green marketing effectively mediates the relationship between CSR and green trust, indicating that CSR contributes to building green trust through the implementation of green marketing However, the relationship between green knowledge and green trust was found not to be mediated by green marketing.
Overall.
CSR was shown to have a positive and significant effect on both green marketing and green trust, reinforcing the conclusion that CSR plays an important indirect role in strengthening green trust through green marketing activities.
To obtain richer and more diverse perspectives, future studies are encouraged to Ekuitas: Jurnal Ekonomi dan Keuangan Ae Volume 9.
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December 2025 : 560 Ae 579 involve participants from different countries.
Second, because this research adopted a crosectional survey design, it only captures consumer perceptions at one point in time.
Therefore, future research is recommended to use longitudinal approaches to better understand how consumer attitudes and perceptions evolve over time.
The future studies should consider including other relevant variables, such as environmental attitudes and green brand image, to further strengthen and enrich the research model.
Third, data collection relied solely on Google Forms, which may not fully capture respondentsAo real behaviors or conditions.
Future research can complement survey data with interviews or qualitative approaches to obtain deeper insights.
Despite these limitations, this study provides valuable contributions for researchers, academics, and It also extends an appreciation to the Islamic University of Malang through LPPM for supporting this research with the 2024 HI-MA grant.
REFERENCES