THE INFLUENCE OF GREEN MARKETING STRATEGY, GREEN CUSTOMER TRUST, GREEN PURCHASE INTENTION ON GREEN PURCHASE BEHAVIOR ON ENVIRONMENTALLY FRIENDLY MSME PRODUCTS

Abstract

The MSMEs sector makes a significant contribution to the development of the economic
structure, but the MSMEs Sector players must continue think about how that contribution can
continue to grow. To continue to grow and achieve sustainability, MSMEs must have a
competitive advantage, a business strategy that is appropriate and relevant to current market
conditions. The discussion about environmentally friendly products is increasingly being
discussed. The high people's willingness to buy environmentally friendly products illustrates
that more and more consumers are starting to become aware of environmental conservation.
This is an opportunity, companies try to respond positively and encourage companies to do
innovative things by introducing new business strategies known as green marketing strategies.
Researchers will try to see how green marketing strategies affect trust green customer, then
how green marketing strategies and green customer trust affect green purchase intention and
green purchase behavior in the MSME sector, especially in the product category handmade
original Indonesian. Respondents in this study amounted to 350 respondents, this study used
the PLS (data analysis method Partial Least Square), using SmartPLS software version 3. The
result of this research states that green marketing strategies, green customers and Green
purchase intention has a huge influence in shaping the buying behavior of environmentally
friendly products for green consumers.