Consumers are more likely to buy environmentally friendly products when they trust the brand’s sustainability claims. This conclusion was revealed in a study conducted by Eka Tarika Ilham Abidin, Marjam Desma Rahadhini, and Erni Widajanti from Slamet Riyadi University. Published in 2026 in the International Journal of Education and Life Sciences (IJELS), the research examined how green marketing and green brand image influence consumer purchase intention for Le Minerale bottled water products in Sragen, Indonesia.
The study highlights the growing importance of sustainability in modern consumer behavior. Increasing public awareness about climate change, environmental damage, and plastic waste has encouraged consumers to prefer products perceived as environmentally responsible. Companies are therefore under pressure to integrate sustainability into their branding and marketing strategies to remain competitive.
Using a quantitative survey approach, the researchers collected data from 100 Le Minerale consumers in Sragen who had prior purchasing experience and awareness of the product’s environmental messaging. The analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM), a statistical method commonly used to evaluate complex relationships among multiple variables.
The findings show that both green marketing and green brand image significantly influence consumer trust and purchase intention. Green trust was also found to play a mediating role, meaning that consumers’ confidence in environmental claims becomes a key factor connecting sustainability marketing efforts with actual buying interest.
Several important findings emerged from the research:
- Green marketing positively increases consumer trust in the product.
- A strong green brand image strengthens consumers’ belief in environmental responsibility.
- Green trust significantly boosts purchase intention among consumers.
- Consumers are more likely to purchase products when environmental claims are perceived as credible and transparent.
The study also warns companies about the risks of greenwashing, where brands promote environmental claims without sufficient real action. Researchers noted that consumers are becoming more critical and capable of distinguishing between genuine sustainability efforts and superficial environmental campaigns.
According to the authors, green brand image should not function merely as a marketing communication tool but as a long-term strategic asset. Companies are encouraged to ensure consistency between environmental messaging and operational practices, including sustainable packaging, reduced plastic usage, and transparent environmental reporting.
The research further explains that consumer trust develops gradually through credibility, transparency, and real environmental commitment. Certifications, clear product labeling, and open communication are considered essential in strengthening public confidence.
From a business perspective, the findings suggest that sustainability strategies can no longer rely solely on promotional campaigns. Companies must align internal practices with external communication to maintain long-term consumer trust and competitiveness in environmentally conscious markets.
The authors also recommend involving consumers more actively in sustainability initiatives to create stronger emotional connections with brands. This participatory approach is expected to improve long-term customer loyalty and purchase intention.
Author Profiles
- Eka Tarika Ilham Abidin- - Slamet Riyadi University
- Marjam Desma Rahadhini- - Slamet Riyadi University
- Erni Widajanti - Slamet Riyadi University.
Research Source
Abidin, Eka Tarika Ilham, Marjam Desma Rahadhini, and Erni Widajanti. “The Effect of Green Marketing, Green Brand Image on Purchase Intention with Green Trust as a Mediating Variable (Study on Le Minerale Consumers in Sragen).” International Journal of Education and Life Sciences (IJELS), Vol. 4, No. 4, 2026.
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