The Role of Green Trust as a Mediator in the Influence of Marketing Environmental Factors, Energy Efficiency, and Building Atmosphere on Sustainable Purchase Decisions among Consumers of Green Building Apartments in the Jabodetabek Area

This study aims to examine the role of green trust as a mediator in the influence of marketing environmental factors, energy efficiency, and building atmosphere on sustainable purchase decisions among consumers of green building apartments in the Jabodetabek area. The growing awareness of environmental issues has encouraged property developers to integrate eco-friendly practices into marketing strategies, building design, and energy-efficient systems to meet sustainability demands. A quantitative approach was employed by distributing questionnaires to respondents who are residents or prospective residents of green concept apartments, and the data were analyzed using Structural Equation Modeling (SEM) to test the relationships among variables. The findings indicate that marketing environmental factors, energy efficiency, and building atmosphere significantly influence the formation of green trust, which in turn strongly mediates their impact on sustainable purchase decisions. These results suggest that consumer trust in developers’ green commitment is a strategic factor in fostering sustainable consumption behavior.