The Influence of Retailer CSR on Customer Citizenship Behavior Mediated by Green Perceived Value and Consumer Trust: A Study at Ranch Market in Malang

This research examines the Customer Citizenship Behavior of the Ranch Market in Malang.The objective is to evaluate the impact of Retailer CSR on Customer Citizenship Behavior, with Green Perceived Value and Consumer Trust as mediating variables.The study's population consists of consumers of Ranch Market Malang who have a membership card and have gone shopping in the last 6 months.A sample of 166 respondents was selected through purposive sampling.The data analysis was conducted using Partial Least Squares (PLS) method with SMART PLS 4. The findings reveal that Retailer CSR does not significantly influence Customer Citizenship Behavior, while it has a positive impact on Green Perceived Value and Consumer Trust.Green Perceived Value and Consumer Trust were identified as full mediating variables in the relationship between Retailer CSR and Customer Citizenship Behavior.This study enhances the understanding of Customer Citizenship Behavior by improving Green Perceived Value and Consumer Trust, which can mediate the influence of Retailer CSR on Customer Citizenship Behavior.