THE ROLE OF GREEN MARKETING AND CONSUMER PSYCHOLOGY ON BRAND TRUST AND PURCHASE INTENTIONS OF MSME PRODUCTS

The purpose of this study was to determine the effect of green marketing on brand trust; to determine consumer psychology on brand trust; to find out about green marketing on purchase intention; to determine consumer psychology on purchase intentions; and to determine brand trust on purchase intentions. The data collection method was obtained by using a questionnaire on consumers of MSMEs in the Special Region of Yogyakarta and Central Java. The research sample used was 209 MSME consumers in the Special Region of Yogyakarta and Central Java, Indonesia. The data analysis tool uses the AMOS Structural Equation Modelling (SEM) technique. The results show that green marketing affects brand trust; consumer psychology influences brand trust; green marketing affects purchase intention; Brand trust affects purchase intention. However, consumer psychology does not affect purchase intention