Antecedents and Consequences of Green Trust in Environmentally Friendly Cosmetic Products

This study examines the antecedents and consequences of green trust in the context of environmentally friendly cosmetic products. Specifically, it investigates the influence of green perceived quality and green satisfaction on green trust, as well as the subsequent impact of green trust on consumer commitment and repurchase intention. A quantitative approach was employed, utilizing a survey method of 284 respondents. SEM within the AMOS software was used to examine the data. The results support six hypotheses. The first hypothesis asserts that green perceived quality positively influences both green satisfaction and green trust; the positive influence of green satisfaction was found on green trust; and green trust positively influences green commitment and repurchase intention. However, one unproven hypothesis was that green satisfaction influenced repurchase intention. These findings contribute to understanding the dynamics of green trust and its role in driving consumer behavior towards environmentally friendly cosmetic products.