The Influence of Green Brand Image and Green Satisfaction on Green Brand Equity: The Mediation Role of Green Trust on The Body Shop Consumers in Bandung City

Plastic waste that is difficult to decompose has become a global environmental issue, driving changes in consumer behavior, especially Generation Z who tend to choose environmentally friendly products. This study aims to analyze the effect of green brand image and green satisfaction on green brand equity with green trust as a mediating variable. The population in this study were consumers of The Body Shop products in Bandung City, especially from Generation Z, with a sample consisting of individuals who met the criteria as consumers who had purchased The Body Shop products selected through purposive sampling techniques. The method used was a quantitative approach with SEM-PLS analysis. The results of previous studies showed that green brand image and green satisfaction had a positive effect on green brand equity, with green trust as a significant mediator.