Salsabillah, Marcella Tutut (2026) Pengaruh Green Marketing terhadap Willingness to Pay Premium dimediasi Consumer Trust (Studi pada Konsumen Produk Wardah di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Growing concern for environmental issues has led consumers to pay closer attention to sustainability when making purchasing decisions. This research seeks to analyze the effect of green marketing on willingness to pay a premium, with consumer trust mediating this relationship, amongWardah products users in Surabaya. This study employs a quantitative method with respondents selected through purposive sampling. The data were gathered using questionnaires and analyzed with the SEM-PLS method. The findings indicate that green marketing has a positive and significant effect on willingness to pay a premium as well as on consumer trust. Furthermore, consumer trust has a positive and significant effect on willingness to pay a premium and was found to mediate the effect of green marketing on willingness to pay a premium.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Marcella Tutut Salsabillah | ||||||||
| Date Deposited: | 10 Jul 2026 07:46 | ||||||||
| Last Modified: | 10 Jul 2026 09:18 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55078 |
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