| This research aims to analyze how much influence each element green brand image, perceived value and green perceived risk in building trust of the consumers, which then affects on green purchase intention. Empirical data used in this research is the analysis of Structural Equation Modeling (SEM) with simple random sampling method found 370 samples. The results show eight hypotheses were accepted, in this study there are significant influence between the variables Green Brand Image, Green Perceived Value and Perceived Risk Green toward Green Trust. Where the green brand image in the minds of consumers, the green value is perceived by consumers and their green perceived risk can affect consumer trust toward the green products. Effect of Green Trust toward the Green Purchase Intention has significantly high, which could mean consumer trust in environmental friendly product is very influential on consumer interest in buying a green product. Green Perceived Risk was found to have a significant effect on Green Purchase Intention, while two hypothesis is rejected where Green Brand Image and Green Perceived Value did not have a significant effect toward Green Purchase Intention. The Green Trust is playing an important role in trigger the Green Purchase Intention. To be success, the marketers should pay attention the Green Trust in marketing the green products. |