Maluku—
Pattimura University Study:
Sustainable Marketing Builds Trust and Boosts Organic Business Performance. The
research was conducted by Walter Tabelessy, S.E., M.M., a lecturer at the
Faculty of Economics and Business, Pattimura University, Ambon, and published
in the February 2026 edition of the Indonesian Journal of Business Analytics
(IJBA).
The
research, conducted by Walter Tabelessy, S.E., M.M., examined how sustainable
marketing orientation influences the sustainability performance of organic
vegetable producers and the role of consumer trust in strengthening this
impact. The study also found that consumer trust acts as a crucial mediator in
strengthening this relationship.
Organic
Farming Faces Trust and Scale Challenges
Organic
vegetables are increasingly perceived as healthier and environmentally
friendly. In Ambon City, organic farming is developing as part of local food
security and ecological preservation efforts.
However,
producers face several structural challenges:
- Limited
production scale
- Higher
production costs
- Distribution
inefficiencies
- Difficulty
building consumer trust in organic claims
Because
organic products are considered credence goods—products whose quality
cannot be directly verified by consumers—trust becomes a decisive factor in
market sustainability.
According
to the study, business performance in this sector must be assessed not only
through short-term profits but through the triple bottom line framework:
economic viability, social responsibility, and environmental sustainability
Research
Design: 175 Organic Consumers
The
study used a quantitative cross-sectional survey involving 175 consumers who
had purchased organic vegetables within the last three to six months.
Key
respondent characteristics:
- 65%
aged 18–35
- 65%
bachelor’s degree or higher
- 75%
regularly or occasionally purchase organic products
- Majority
income between IDR 3–5 million per month
Data
were analyzed using PLS-SEM (Structural Equation Modeling) via the ADANCO
application.
The
statistical model showed strong validity and reliability. The SRMR value
(0.0365) indicates good model fit.
Key
Findings
1️⃣ Sustainable Marketing Orientation →
Strongly Improves Performance
Sustainable
Marketing Orientation (SMO) has a strong and significant effect on Sustainable
Performance (β = 0.6477; p < 0.000).
This
means producers who integrate environmental, social, and economic commitments
into their marketing strategies achieve higher long-term performance.
In
small-scale organic businesses, sustainability-oriented marketing is not merely
supportive—it becomes the main competitive advantage.
2️⃣ Sustainable Marketing Orientation →
Builds Consumer Trust
SMO
has an even stronger effect on Consumer Trust (β = 0.8233; p < 0.000).
This
is critical because organic consumers rely heavily on signals of authenticity
and transparency. When producers consistently communicate sustainability values
and demonstrate genuine practices, trust increases significantly.
3️⃣ Consumer Trust → Enhances Sustainable
Performance
Consumer
Trust positively influences Sustainable Performance (β = 0.2817; p = 0.0058).
Although
its direct impact is smaller than SMO, trust acts as a relational asset that
stabilizes demand, strengthens loyalty, and supports long-term sustainability.
4️⃣ Consumer Trust Partially Mediates the
Relationship
The
mediation analysis shows that SMO indirectly improves Sustainable Performance
through Consumer Trust (β indirect = 0.2319; p = 0.0093).
Because
the direct effect remains significant, the mediation is classified as partial
mediation.
This
means sustainable marketing improves performance both:
- Directly
through strategic sustainability practices
- Indirectly
through strengthening consumer trust
The
model’s explanatory power is high, with R² values of:
- 0.6778
for Consumer Trust
- 0.7993
for Sustainable Performance
These
values indicate substantial predictive strength.
Why
This Matters
The
study offers several important implications:
🔹 For Organic Producers
- Integrate
sustainability consistently into marketing communication.
- Provide
transparent and verifiable organic claims.
- Maintain
long-term commitment rather than short-term promotional tactics.
🔹 For Policy Makers
- Support
certification systems and transparency mechanisms.
- Strengthen
sustainable agricultural education and awareness programs.
🔹 For the Market
Trust
is not optional. In organic markets, sustainability claims must be credible and
consistent. Without trust, sustainable marketing loses its effectiveness.
According
to Walter Tabelessy of Universitas Pattimura, sustainability-oriented marketing
creates long-term value only when supported by authentic practices and consumer
trust
Author
Profile
- Walter Tabelessy - Universitas Pattimura, Ambon.
Source
Tabelessy, W. (2026).Sustainable
Marketing Orientation, Consumer Trust, and Sustainability Performance:
Empirical Evidence from the Organic Vegetable Market.
Indonesian Journal of Business Analytics (IJBA), Vol. 6 No. 1,
Februari 2026, hlm. 33–50.
DOI: https://doi.org/10.55927/ijba.v6i1.16135
URL: https://journal.formosapublisher.org/index.php/ijba
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