Building Green Trust: The Influence of Green Perceived Value and Green Product on Purchase Intentions

Transitioning to a low-carbon energy system is essential to achieving Indonesia's net-zero emission target by 2060. Electric motor vehicles are a strategic solution to reducing greenhouse gas emissions, yet their adoption faces challenges in stimulating public interest. This study investigates the impact of green perceived value and green product on green purchase intention, with green trust as a mediating variable, focusing on electric motor vehicle consumers in Palembang City. Using a quantitative approach, primary data was collected through structured questionnaires from 107 respondents selected via purposive sampling. Data analysis employed Structural Equation Modelling (SEM) with Smart-PLS version 3.2.9. Results show that green perceived value and green product positively influence green trust, which in turn enhances green purchase intention. Green trust also mediates the relationship between the independent variables and purchase intention. Practical implications include improving consumer education, ensuring product quality, and implementing sustainability-focused marketing strategies.