%A NIM.: 22208012030 Muhammad Lucky. P
%O Prof. Dr. H. Syafiq Mahmadah Hanafi, M.Ag
%T PERAN GREEN TRUST DALAM MEMEDIASI PENGARUH NILAI KONSUMSI DAN RELIGUISITAS TERHADAP NIAT PEMBELIAN PANGAN ORGANIK
%X This research explores the influence of consumption values (such as functional values, social values , and emotional values) and religiosity on organic food customers' purchasing intentions with green trust as a mediating variable. Increasingly critical environmental problems encourage the importance of understanding the factors that influence consumer intentions in purchasing environmentally friendly products. This research design uses a quantitative approach with a survey method of 384 respondents selected using purposive sampling techniques. Data were analyzed using the Structural Equation Modeling (SEM) method. The research results show that consumption value greatly influences purchase intention, while functional value and religiosity have an insignificant impact on the purchase intention of organic food. Meanwhile, green beliefs have a significant effect on the intention to purchase organic food and green beliefs show a mediating effect on the two dimensions of consumption values and religiosity on the intention to buy organic food. It is hoped that the findings of this study can help organizations or businesses understand green consumption and business strategies designed for environmental problems. Marketers must emphasize consumption values and religiosity to increase consumers' environmentally friendly behavior.
%K Nilai Fungsional, Nilai Emosional, Nilai Sosial, Religiusitas, Green Trust, Niat pembelian
%D 2025
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib69806