| Summary: | 碩士 === 國立高雄科技大學 === 國際管理碩士學位學程 === 107 === As consumers become more concerned about environmental issues companies increasingly use green marketing to promote environmentally friendly products. The aim of this study is to identify the impact of green marketing on loyalty intention on the customers, using the example of the brand “Body Shop” in Indonesia. A questionnaire survey was conducted among 206 respondents and analyze the data using SPSS by multiple regressions method. The results show that 1) green brand image does not have a positive and significant impact on brand trust; 2) customer perceived value has a positive and significant impact on brand trust; 3) brand trust has a positive and significant impact on loyalty intention. Further, brand trust fully mediates the relationship of the green brand image on loyalty intention and also partially mediates the relationship between customer perceived value on loyalty intention. The study concludes with managerial implications and suggestions on how to create higher levels of customer perceived value, brand trust, and loyalty intention.
Keywords: Customer Perceived Value, Green Brand Image, Loyalty Intention, Brand Trust
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