PENGARUH GREEN MARKETING TERHADAP SIKAP KONSUMEN DENGAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI PADA PRODUK PT. DANONE (STUDI PADA KONSUMEN PRODUK PT. DANONE DI MALANG RAYA)

This study aims to determine the effect of green marketing on consumer attitudes with brand trust as a mediating variable among PT. Danone product consumers in Malang. The type of research used is quantitative, employing the SEM-PLS method. Data were collected from 100 PT. Danone consumers in Malang who met the specified criteria. The results show that green marketing has a positive and significant effect on consumer attitudes. Brand trust also significantly mediates the effect of green marketing on consumer attitudes. These findings emphasize the importance of environmentally-based marketing in enhancing brand trust and shaping positive consumer attitudes toward the brand