PENGARUH GREEN PRODUCT, GREEN MARKETING COMMUNICATION, DAN KEMASAN RAMAH LINGKUNGAN TERHADAP KEPERCAYAAN PADA MEREK JAHE MERAH R2 DI MAGETAN

Growing public awareness of environmental issues is prompting businesses to adopt sustainable marketing strategies to build consumer trust. This study aims to analyze the influence of green products, green marketing communications, and eco-friendly packaging on trust in the R2 Red Ginger brand in Magetan. The study employed a quantitative approach using purposive sampling to survey 140 respondents who had previously purchased R2 Red Ginger products. Analysis Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4. The results of the study show that green products, green marketing communications, and eco-friendly packaging have a positive and significant effect on brand trust. These findings indicate that consistently implemented green marketing strategies can strengthen brand trust and enhance the competitiveness of MSMEs.

Keywords: green products, green marketing communication, and eco-friendly packaging; brand trust; MSMEs