The role of green marketing initiatives in fostering brand trust in Indonesian industrial property

• Main Author: Jamal, Fauziyah Nur
• Format: Thesis
• Language: English; English
• Published: 2024
• Online Access: http://eprints.utem.edu.my/id/eprint/28313/; https://plh.utem.edu.my/cgi-bin/koha/opac-detail.pl?biblionumber=124200

At the moment, green marketing is a hot topic, especially in the commercial industrial property sector. For Indonesian industrial property to maintain brand trust, green marketing must be implemented. Businesses must treat customers well by building brand trust. A brand trust model is required because companies need to have a strong and consistent brand trust value. Nonetheless, there aren't many research studies in Indonesia that have tried to offer a green marketing strategy that will support the development of Indonesia Industrial Property. The current investigation aims at addressing this gap by offering marketing professionals with useful green marketing strategy along with factors that enhance brand trust. The purpose of this study is to identify the factors influencing consumer green marketing in the Indonesian industrial property industry and to develop an integrated model of brand trust that is specifically suited for green marketing in the context of Indonesian property. It provided conceptual model with significant factors as eco-labeling, communication tools, customer engagement, information credibility, and green purchase intention. Involves three expert judgements and 400 questionnaires distributed to Indonesian customers of industrial property served as the testing data. This approach makes use of SEM-AMOS and simulation. The result demonstrates that, in the context of Indonesian industrial property, the conceptual model of green marketing on brand trust was successful. There is significant effect on brand trust, namely customer engagement and green purchase intention. These two findings, if performed effectively will have a promotional effect on Industrial Property Indonesia environmental comfort. Customers will accept green marketing more easily, in particular, if it has strong and consistent brand trust. The company gave scientists knowledge they can generate and use to deliver information about the benefits green properties will receive from customers and compare it with their ability to spend and scientific repertory.