GREEN TRUST IN LINKING GREEN PRODUCT AND WORD OF MOUTH
DOI:
https://doi.org/10.5281/zenodo.21769745Keywords:
Green Product, Green Trust, Word of MouthAbstract
Background: The increasing consumer awareness of health, safety, and environmental sustainability has encouraged the growth of green cosmetic products. In the skincare industry, green product attributes alone may not be sufficient to encourage consumers to recommend a brand, as consumers also need trust in the credibility of environmental claims. Objective: This study aims to examine the role of Green Trust in linking Green Product and Word of Mouth among Sensatia Botanicals consumers in Bali. Method: This study used a quantitative approach with an explanatory research design. Primary data were collected through a survey of 150 Sensatia Botanicals consumers in Denpasar City. Respondents were selected using purposive sampling based on two criteria: having purchased Sensatia Botanicals products and understanding the brand’s environmentally friendly claims. Data were analyzed using Partial Least Squares Structural Equation Modeling. Results: The findings show that Green Product has a positive effect on Word of Mouth and Green Trust. Green Trust also has a positive effect on Word of Mouth. Furthermore, Green Trust significantly mediates the relationship between Green Product and Word of Mouth. Conclusion: Green product attributes become more effective in encouraging recommendation behavior when consumers trust the brand’s environmental commitment.
Downloads
References
Ahmed, R. R., Streimikiene, D., Qadir, H., & Streimikis, J. (2023). Effect of green marketing mix, green customer value, and attitude on green purchase intention: evidence from the USA. Environmental Science and Pollution Research, 30(5), 11473–11495.
Al Mamun, A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6).
Alviri, H. (2025). Framing Sustainability: An Analysis of How Cosmetic Brands Integrate Sustainability into Marketing Communication.
Baltacı, D. Ç., Durmaz, Y., & Baltacı, F. (2026). The mediating role of attitudes in the effect of human and environment-centered value orientation on green cosmetic product purchasing behavior: comparison of different countries. Environment, Development and Sustainability, 28(5), 12901–12924.
Cai, S., Liu, Y., Aduldecha, S., & Junaidi, J. (2025). Leveraging customer green behavior toward green marketing mix and electronic word-of-mouth. Sustainability, 17(6), 2360.
Chaturvedi, P., Kulshreshtha, K., Tripathi, V., & Agnihotri, D. (2024). Investigating the impact of restaurants’ sustainable practices on consumers’ satisfaction and revisit intentions: a study on leading green restaurants. Asia-Pacific Journal of Business Administration, 16(1), 41–62.
Chen, J. L. (2023). Effect of Perceived Quality of Green Brands on Road Race Participants’ Green Word of Mouth and Mediating Roles of Satisfaction with and Trust in Green Brands. Sustainability (Switzerland), 15(17). https://doi.org/10.3390/su151713121
De Canio, F. (2023). Consumer willingness to pay more for pro-environmental packages: The moderating role of familiarity. Journal of Environmental Management, 339, 117828.
Dlamini, S., & Mahowa, V. (2024). Investigating factors that influence the purchase behaviour of green cosmetic products. Cleaner and Responsible Consumption, 13. https://doi.org/10.1016/j.clrc.2024.100190
Farooqui, A., & Aqeel, U. (2025). Green consumer behavior toward natural cosmetics in a developing economy: behavioral drivers and strategic implications. SN Business & Economics, 5(12), 211.
Guerreiro, J., & Pacheco, M. (2021). How green trust, consumer brand engagement and green word-of-mouth mediate purchasing intentions. Sustainability (Switzerland), 13(14). https://doi.org/10.3390/su13147877
Handriana, T., Kurniawati, M., Sangadji, S. S., Wurjaningrum, F., & Suryaningsih, I. B. (2024). Antecedents and Consequences of Green Trust in Environmentally Friendly Cosmetic Products. International Journal of Environmental Impacts, 7(4), 713–721. https://doi.org/10.18280/ijei.070412
Hashish, M. E. S., Abdou, A. H., Mohamed, S. A. K., Elenain, A. S. A., & Salama, W. (2022). The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach. International Journal of Environmental Research and Public Health, 19(23). https://doi.org/10.3390/ijerph192316195
Jani, N. L., Balakrishnan, B. K. P. D., & Wibowo, S. F. (2026). Responsible Consumption in the Eco-Friendly Skincare Market. In Green To Gold: Marketing Strategies for a Sustainable Future (pp. 575–594). Springer.
Khan, K. U., Atlas, F., Arshad, M. Z., Akhtar, S., & Khan, F. (2022). Signaling green: Impact of green product attributes on consumers trust and the mediating role of green marketing. Frontiers in Psychology, 13, 790272.
Kozik, N., Cholewa-Wójcik, A., & JAROSSOVÁ, M. (2024). Consumers’opinions on the usefulness, understandability, and reliability of product claims on natural cosmetics packaging. Humanities and Social Sciences, 31(1), 77–91.
Lin, J., Huang, Y., & Li, M. (2024). Consumer perceived green brand innovativeness and green word-of-mouth intention: the moderating role of green knowledge. Total Quality Management & Business Excellence, 35(7–8), 814–834. https://doi.org/10.1080/14783363.2024.2345895
Lupindo, M., Madinga, N. W., & Dlamini, S. (2024). Green beauty: examining factors shaping millennials’ attitudes toward organic personal care products in South Africa. European Journal of Management Studies, 29(3), 271–291.
Maesarah, S., & Puspitasari, A. P. (2025). The influence of brand equity and experiential marketing on customer loyalty in sustainable green beauty products: a case study of sensatia botanicals in bandung. Proceeding of International Students Conference of Economics and Business Excellence, 2(1), 413–420.
Mahmoud, M. A., Seidu, A. S., Tweneboah-Koduah, E. Y., & Ahmed, A. S. (2024). Green marketing mix and repurchase intention: the role of green knowledge. African Journal of Economic and Management Studies, 15(3), 501–518.
Mamta, Prakash, G., Singhal, A. B., Albishri, N., & Gupta, B. (2026). Psychological drivers of customer citizenship buying behaviour in green cosmetics: Evidence from a mixed-methods approach. Acta Psychologica, 264. https://doi.org/10.1016/j.actpsy.2026.106550
Mohammed, A., Al-Swidi, A. K., Al-Hakimi, M. A., & Ferraris, A. (2026). From greenwashing to brand avoidance: the roles of perceived risk, trust and negative word-of-mouth. International Journal of Bank Marketing, 44(5), 970–996.
Moslehpour, M., Yin Chau, K., Du, L., Qiu, R., Lin, C.-Y., & Batbayar, B. (2023). Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. Economic Research-Ekonomska Istraživanja, 36(2).
Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, 10(11).
Nittala, R., & Moturu, V. R. (2023). Role of pro-environmental post-purchase behaviour in green consumer behaviour. Vilakshan-XIMB Journal of Management, 20(1), 82–97.
Polonsky, M. J., Rotman, J., Weber, V., & Kumar, P. (2025). How meaningless and substantive green claims jointly determine product environmental perceptions. International Journal of Advertising, 44(3), 396–427. https://doi.org/10.1080/02650487.2024.2377503
Putri, A. S., Stiadi, M., & Kurniadi, H. (2026). Green Brand Image and Social Factors on Purchase Decisions for Eco-Friendly Beauty Products with Word of Mouth as A Mediation Variable. Asian Journal of Management, Entrepreneurship and Social Science, 6(01), 637–652.
Rana, S., Shafi, F., Rasheed, A., & Malik, M. I. (2024). Online environmental platforms service and green consumer behavior nexus: a multi-mediator study. Future Business Journal, 10(1), 3.
Santos, C., Coelho, A., & Cancela, B. L. (2025). The impact of greenwashing on sustainability through green supply chain integration: the moderating role of information sharing. Environment, Development and Sustainability, 27(9), 21709–21736.
Siahaya, J. C., & Dananjaya, Y. (2024). The influence of green advertising on customer loyalty sensatia botanicals in surabaya. Proceeding National Conference Business, Management, and Accounting (NCBMA), 717–729.
Upadhyaya, B., Saavedra Torres, J. L., Bhattarai, A., Malekshah, N. N., & Zhang, H. (2025). The effects of customer engagement, perceived brand equity, and cultural dimensions on repurchase intentions and positive word-of-mouth: a moderated mediation analysis. Journal of Marketing Theory and Practice, 1–22.
Wu, L., & Liu, Z. (2022). The influence of green marketing on brand trust: The mediation role of brand image and the moderation effect of greenwash. Discrete Dynamics in Nature and Society, 2022(1), 6392172.
