Indonesia Conference Directory

Restaurant business is now growing rapidly, especially in Bandung. The development of the culinary business is currently supported by the many people who often shop and eat outside their homes. A large community of nature lovers also favored the emergence of restaurants that provide green products. This is driven by the awareness of the community to help maintain the environment and efforts to live healthy lives. This awareness was also boosted because of the environmental damage that is currently happening, such as global warming and the greenhouse gas effect. Restaurants Kehidupan Tidak Pernah Berakhir (KTPB) is a vegan restaurant in Bandung, which provide education to consumers about green products and healthy lifestyles by eating vegetables. This study summarizes the literature on green marketing and marketing relations into the research framework at the green purchase behavior, using two constructs, namely green perceived value and green trust. This study uses a quantitative method with a type of descriptive research on 100 consumers of Restaurant Kehidupan Tidak Pernah Berakhir. The analysis used in this study is Partial Least Square (PLS) with Smart PLS 3.2.7. Empirical results show that green perceived value positively affects green purchase behavior and green trust. In addition, this study shows that the relationship between the green purchase behavior and antecedent (green perceived value) is mediated by green trust. Therefore, investing resources to increase green perceived value and green trust is very helpful to increase the green purchase behavior.