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ACHIEVING GREEN TRUST IN LOW PRICE PRODUCT THROUGH PERCEIVED VALUE AND RISK
Rizka Zulfikar (a*), Hj. Lamsah (a), Syahrani (a), Teguh Wicaksono (a)

(a) Management Department, Faculty of Economics, Islamic University Of Kalimantan Muhammad Arsyad Al Banjari – Banjarmasin, Jalan Adhyaksa No. 2 Banjarmasin - Indonesia, 70124
(a*) rizkazulfikar[at]gmail.com


Abstract

Some study had done research about the role of green perceived value, risk and trust but unfortunately mostly the previous done on green electric product also known as premium price product and not many done in low price product. This research was undertaken to examining the role of green perceived value, risk to improving green trust on low price product such as Fast Moving Consumer Goods (FMCG). The research was a survey research using an online questionnaires as an instrument. Population and sample used in this research were the community of South Kalimantan - Indonesia as many as 300 respondents. The analysis technique are contructs validity-reliability test; the suitability of the models based on the goodness of fit index, pathways analysis, and the Influence test using Structural Equation Model. This research has found that The effective contribution of perceived value on community trust (21.4%) is higher than the contribution of perceived risk (13.4%). From pathway analysis, our result are neither the perceived value nor perceived risk have indirect effect on community trust, and based on the effect test, we found perceived value have a significant effect but the perceived risk have no significant effect on community trust toward green FMCG

Keywords: relationship; stuctural equation model; direct effect; indirect effect; green product; effective contribution

Topic: Green Business

Link: https://ifory.id/abstract/9aqbHZVKDCyf

Conference: The 2nd Mulawarman International Conference on Economics and Business (MICEB 2019)

Plain Format | Corresponding Author (rizka zulfikar)

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