期刊名称：Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan
印刷版ISSN：2302-8890
出版年度：2016
卷号：10
期号：1
语种：English
出版社：Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan
摘要：The purpose of this study is to analyze the effect of green perceived value on green purchase behavior and the role of green trust in mediating the relationship between the two variables. The population of this study was consumer of organic product in Denpasar City. The sampling method used was purposive sampling with 110 respondents. Analysis technique used was path analysis and Sobel Test. The results show that gren perceived value positively affect green purchase behavior and green trust was positively mediates the effects of green perceived value on green purchase behavior of organic products. It is recommended to the marketer of organic products to inform the comunity about the benefits of consuming organic products. additionally, farmer of organic products is expected to maintain the quality of their product.
关键词：green perceived value, green purchase behavior, green trust
