THE INFLUENCE OF PRODUCT INNOVATION ON GREEN PURCHASE INTENTION FOR BATIK PRODUCTS WITH PRODUCT TRUST AS A MEDIATING VARIABLE

Authors: Heri Prabowo, Aditiya Pratama Nugroho, Henry Casandra Gultom, Farah Chalidah Hanoum & Hesti Respatiningsih

ABSTRACT

This study aims to analyze the influence of product innovation on green purchase intention with product trust as an intervening variable. The study used a quantitative approach with 118 respondents. Data analysis was conducted using AMOS-based Structural Equation Modelling (SEM). The results showed that product innovation significantly influenced product trust, but did not directly influence green purchase intention. Product trust was proven to have a significant influence on green purchase intention and was able to mediate the influence of product innovation on green purchase intention. These findings demonstrate the importance of building consumer trust in encouraging green purchase intention.

Keywords: Product Innovation; product trust; Green Purchase Intention

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