Determinants of green trust on repurchase intentions: a survey of Quick Service Restaurants in Indonesia

Mawardi, Mukhammad Kholid; Iqbal, Mohammad; Astuti, Endang Siti; Alfisyahr, Rizal; Mappatompo, Andi Article Determinants of green trust on repurchase intentions: a survey of Quick Service Restaurants in Indonesia Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Mawardi, Mukhammad Kholid; Iqbal, Mohammad; Astuti, Endang Siti; Alfisyahr, Rizal; Mappatompo, Andi (2024) : Determinants of green trust on repurchase intentions: a survey of Quick Service Restaurants in Indonesia, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-21, https://doi.org/10.1080/23311975.2024.2318806 This Version is available at: https://hdl.handle.net/10419/326093 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Determinants of green trust on repurchase intentions: a survey of Quick Service Restaurants in Indonesia Mukhammad Kholid Mawardi, Mohammad Iqbal, Endang Siti Astuti, Rizal Alfisyahr & Andi Mappatompo To cite this article: Mukhammad Kholid Mawardi, Mohammad Iqbal, Endang Siti Astuti, Rizal Alfisyahr & Andi Mappatompo (2024) Determinants of green trust on repurchase intentions: a survey of Quick Service Restaurants in Indonesia, Cogent Business & Management, 11:1, 2318806, DOI: 10.1080/23311975.2024.2318806 To link to this article: https://doi.org/10.1080/23311975.2024.2318806 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 29 Feb 2024. Submit your article to this journal Article views: 4079 View related articles View Crossmark data Citing articles: 5 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Marketing | research article Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2318806 Determinants of green trust on repurchase intentions: a survey of Quick Service Restaurants in Indonesia Mukhammad kholid Mawardia , Mohammad iqbala , endang siti astutia , rizal alfisyahra and andi Mappatompob aFaculty of administrative science, Brawijaya university, Malang, indonesia; bFaculty of economics and Business, Muhammadiyah university, Makassar, indonesia ABSTRACT this study aimed to determine the interaction between internal and external factors of consumers indicated by perceived values, green products, and environmental behavior on customers’ decisions to purchase fast food restaurants’ eco-friendly products indicated by green trust and repurchase intention variables. this research involved 336 respondents and employed a survey as an inquiry method. the findings show that consumers’ internal factors, namely perceived values, and external factors, namely green products, could significantly affect green trust and repurchase intention that represented the decision of purchasing environmentally friendly products. Meanwhile, the environmental behavior could not influence the consumers to purchase eco-friendly products from fast food restaurants. Finally, this research contributes to a consumer investigation to determine the effects of consumers’ internal and external factors to buy eco-friendly products. 1. Introduction environmentally friendly products become a consideration for consumers with eco-consciousness and provide a new market segment for the business industry. as businesses are urged to be responsible for environmental issues by utilizing public care and attention; they tend to change their business approaches. One of the approaches being focused upon by companies is their sensitivity to issues such as environment sustainability. in this sense, one of the relevant activities that leverage such awareness to environmental issue is the practice of green marketing (Palmero & Montemayor, 2020; Yadav et al., 2016). since its early conception in the late 1980s and early 1990s, green marketing has emerged as a prominent focus in marketing (laheri et al., 2014). and thus, it became an important stream of focus in the marketing domain and considered as a marketing activity that seeks to reduce extensive use of resources and, at the same time, can satisfy the desire of consumers. the term green marketing is inseparable from a green product with the term ‘green’, identical to the eco-friendly products, services, laws, guidelines, and policies to protect or save the environment (kawitkar, 2013). Moreover, green marketing has evolved to be an influential topic that bolster the realization towards environment and the society under the emergence of ‘sustainable development’ agenda (Joshi & rahman 2019; Palmero & Montemayor, 2020). Despite the significance of green marketing to a greener consumption, there is a gap in the literature that indicates lacked of attitude towards eco-friendly behavior (askadilla & krisjanti, 2017; Weisstein et al., 2014). Despite food processing that nurtures sustainable environment and green consumption have been applied, issue that surround waste management remains as a challenge for sustainable development goals particularly in emerging economy such as indonesia. © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT Mohammad iqbal [email protected] Faculty of administrative science, Brawijaya university, Malang, indonesia. https://doi.org/10.1080/23311975.2024.2318806 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY received 5 October 2022 revised 18 november 2023 accepted 6 February 2024 REVIEWING EDITOR len tiu Wright, De Montfort University Faculty of Business and law, United kingdom KEYWORDS Perceived value; environmental behavior; green marketing; consumer behavior; repurchase intention SUBJECTS consumer Psychology; consumer Behaviour 2 M. k. MaWarDi etal. interestingly, indonesia’s central Bureau of statistics (central Bureau of statistics, 2018) reported via the 2018 ecological indifference Behavior survey with regard to lacked of awareness towards waste management in indonesia was 72% (BPs 2018). this finding signifies that many people are not aware of the importance of protecting the environment. also, it was revealed that indonesian population composition indicated that ‘millennials’ were ranked the second-largest portion with 25.87% (BPs 2020). Further, this generation is attributed by ‘attention’ to the natural environment, apply environmentally friendly lifestyle, and show environmentally friendly consumption behavior (anuar etal., 2020; kanchanapibul etal., 2014). although both surveys have not concluded that lacked of awareness towards green behavior have pointed particular age groups to be reluctant to environmental issue, it possesses a potential opportunity and threat to sustainable development goals. as consumption towards fast-food chain restaurants (also known as quick-service restaurants (Qsr) increases overtime, consumption value for certain generation needs to be uncovered especially when lifestyle and innovativeness becomes important consumer’s attributes (lu et al., 2013; Mckay, 2010; smith, 2010). in the light of the arguments that corroborate the context of green marketing via an extensive review of the literature, this study aims to investigate and uncover two-folds of focuses: (1) the extent to which perceived value, green products and environmental behavior determines green trust; and (2) determinants of green trust in leverage repurchase intention. Based on these phenomena, the explanation of the push-factor for green marketing such as: whether or not perceived values, green products and environmental behavior are determinants of green trust subsequent to repurchase intentions. therefore, in various literatures that have been disclosed, this research aims to investigate the determining factors that interact between internal and external consumer factors directed by perceived values, environmentally friendly products, and environmental behavior towards customer decisions to purchase environmentally friendly products in Qsr, emphasized by the variables of green trust and repurchase intention. adding to the aims that had been determined, this study is operationalized to answer pertaining research questions (rQs): rQ1. Do perceived value, green products and environmental behavior leverage green trust? rQ2. how can green trust leverage repurchase intention? 2. Literature review 2.1. Eco-friendly practices in quick service restaurant Quick service restaurants (Qsr) is one of the sectors relevant to the issues of eco-friendly products. as indicated in a market research survey, there is a revenue growth of fast-food markets from 2016 to 2022 (Figure 1). the global Qsr total revenue has increased within the last six years and predicted to rise by 4% or equivalent to UsD 691 billion in 2022 (t4, 2022). it summarizes that consumers’ behavior of consuming Qsr has been increasingly significant in line with the need for the industry to adapt to new consumer’s habits such as healthier products and sustainable options (https://www.t4.ai/industry/fast-food-market-share). Furthermore, the research indicated that Qsr market share in 2019 were distributed into several brands (Figure 2). Data suggest that the largest Qsr chain is McDonalds with 21.4%, followed by Figure 1. global fast food market revenue from 2016 to 2022 (in Billion us Dollars). source: t4, (2022). cOgent BUsiness & ManageMent 3 starbucks (7.52%), kFc (2.82%) and the remainder (unidentified brands) has a 58.4% of market share, respectively. these figures indicates that Qsrs remains having a potential market growth. in the context of food-service market in indonesia, a study from Mordor intelligence industry report (2021) has reported that the market is valued at UsD 34,985.26 million in 2021 and is forecasted to grow at a cagr of 8.44% in the period between 2022 and 2027. Moreover, indonesian food-service market is fragmented, with the major market share held by prominent local and global players, such as McDonald’s corporation, Yum! Brands inc., Johnny andrean group, and Pt eka Bogainti. these major corporations have been engaging in strategies such as product innovation and geographical expansions, predominantly in the indonesian food-service market. Production innovation has been a key strategy adopted by the major operators, and are actively expanding their innovative product ranges and increasing their product offerings to meet the growing demand for sustainable and green consumers (https://www. mordorintelligence.com/industry-reports/indonesia-foodservice-market). in an academic context, Budiyanti and Patiro (2018) indicated that the number of Qsr in indonesia reaches more than 7000 unit throughout the country and mainly operate at major cities. Moreover, the indonesian Qsr market is expected to be primarily driven by the increasing frequency of dining out amid time-pressed schedules and the growing influence of western dietary patterns due to the presence of international companies, particularly in major cities, such as Jakarta, surabaya, and Medan (Mordor intelligence industry report, 2021). in addition, indonesian Qsr market is being driven by factors such as growth in demography and the availability of organized Qsr offering quality food and services. and therefore, indonesia is an attractive market for international Qsrs. Based on the Qsr industrial research, it is important to note that issues with concerns to eco-friendly practices as well as issue of sustainable livelihood for consumers are becoming more popular. For instance, research on consumer behavior that focuses on green practices have achieved increased attention particularly linking them to Qsrs (DiPietro et al., 2013; Joe etal., 2020; Ottenbacher et al., 2019). in the context of green behavior, chen (2010) investigated the constructs of green satisfaction and green trust. Further, that study revealed that green trust played a critical role, especially for companies operating in more stringent environmental regulations, despite the fact that consumers did not have high ecological consciousness (chen, 2010). another issue closely related to green marketing is the increasing public awareness of the impact of environmental consumption, especially the impact of ecological consumption activities and environmental awareness (Dagher & itani, 2014; hahnel et al., 2014). hence, it is important to explore determinants of ecological awareness such as customers perceived value in green marketing practices. 2.2. An application of value-belief-norm theory into green marketing it has been more than two decades since the Value-Belief-norm (VBn) theory was first introduced from stern et al.’s (1999) research and currently, is used across disciplines to examine pro-environment behavior (PeB). according to trautwein et al. (2023), the VBn theory was an extension of normFigure 2. global fast food market revenue by brand. source: t4,4 (2022). 4 M. k. MaWarDi etal. activation-theory (nat) developed by schwartz (1977) is highly employed concept that elucidate social psychology theory in environmental behavior studies (abutaleb et al., 2020). Furthermore, trautwein et al’s (2023) highlight on environmental behavior provided a view that the circular model of values (cMV) proposed by schwartz (1992) and the new ecological paradigm (neP) (Dunlap & Van liere, 1978; Dunlap etal., 2000) are further building blocks of VBn theory. therefore, VBn theory has its usefulness to predict an individual’s environmental behavior driven by personal norms, determined by beliefs with regard to the association between human and nature. also, awareness to consequences of environmentally harmful behavior and ascription of responsibility for environmental damage has been the core value of VBn theory (trautwein et al., 2023). Whilst VBn theory highlights interaction between human values with their environment, there are various behavioral theories relevant to be expanded in the context of green marketing or green consumption. in a recent article sharma (2021) has contended that several theories have the usefulness to explore and explain consumer purchasing decision that relates heavily to the context of green marketing. For example, sharma (2021) mentioned that social influence theory (sit) can be used to examine the influence of social reference groups on green preferences and behavior. Furthermore, sharma (2021) highlighted evidence by showing that green consumption choices are consistent with utility maximization and price affects the utility functions of consumers (abaidoo, 2010). also, attitude-Behavior-context (aBc) theory, which mediates the link between attitude and behavior (Peattie, 2010) and acquisition-transaction-Utility (atU) theory that encompasses consumer’s intent to acquire particular goods. and hence, the existence of these theories has been fruitful to uncover consumer decision-making process particularly in the context of green consumption (sharma, 2021). 2.3. Customer perceived value on green trust the concept of perceived value becomes increasingly pivotal in the field of consumer behavior and marketing (konuk, 2018; Muflih etal., 2020). since perceived value become increasingly important, companies can increase consumers’ purchase intentions by providing superior values of the products (cheung et al., 2015; kartajaya et al., 2019; steenkamp & geyskens, 2006). Whilst functional value is associated with the products’ properties to achieve various objectives—functional, utilitarian, physical—(de Morais Watanabe et al., 2020; Jayashankar et al., 2018), product value offers profit that distinguish a company from its competitors’ (kim etal., 2008; seegebarth etal., 2016). Furthermore, perceived values are important to influence customers’ trust subsequent to purchase (curvelo etal., 2019; konuk, 2018). trust is seen as a mental state that involves the desire to accommodate vulnerabilities focusing on preferable motives. therefore, the perceived value constitutes an essential component of customers’ long-term relationships (cheung etal., 2015; kartajaya etal., 2019; Zhuang et al., 2010) and plays an important role in influencing the purchase intention. therefore, the correlation is that trust is formed from the information provided regarding the value contained in the product, both regarding benefits, health, certification, and labeling according to customer perceived value (de Morais Watanabe et al., 2020). thus, the values contained in these products in a sustainable manner act as a guarantee of product origin (silva etal., 2017) and have an impact on customer perceived value. For instance, su etal. (2015) underlined several factors that significantly influence the intention to buy organic products, such as a positive attitude towards organic food by believing that it is free of pesticides, previous experience, availability and perceived price suitability. in fact, consumers may repurchase the same product from the same company or brand if they realize that they are receiving greater value than offered by other suppliers (de Morais Watanabe et al., 2020; De toni et al., 2018). Based on various literatures discussing green consumption, green trust is defined as the psychological state of consumers that refers to individuals’ beliefs in accepting an environmentally friendly product and tending to rely on the product, believing it can deliver reliable expectations with environmentally friendly and energy-efficient characteristics. Previous studies revealed that the perceived value could affect the green trust (anuar et al., 2020; chen & chang, 2012, 2013; curvelo et al., 2019; gil & Jacob, 2018; konuk, 2018). in the Qsr context, this hypothesis is substantiated by studies like Berger and corbin (1992) and nguyen et al. (2018), highlighting the pivotal role of trust in environmentally conscious domains. certifications and labeling, as noted by anuar et al. (2020) and chen and chang (2012), act as cOgent BUsiness & ManageMent 5 vital signals influencing green trust. as consumers increasingly prioritize sustainability, transparent communication by Qsrs about their commitment to eco-friendly practices enhances perceived values, fostering stronger trust. integrating insights from konuk (2018) and curvelo et al. (2019), Qsrs can solidify consumer trust by aligning with and embodying perceived values associated with environmental responsibility. it can be associated that consumer perceived value has a positive and significant effect on green trust. however, customers’ perception towards a specific value can affect ones’ trust towards a product (chen & chang, 2012; Dwikuncoro & ratajczak, 2019; konuk, 2018; tarabieh, 2021). Meanwhile, in the Qsr landscape, echoing De toni et al. (2018), Dlačić et al. (2014), and Wang and Yu (2016), this hypothesis underscores the enduring impact of perceived values on consumer repurchase intentions. Beyond taste and convenience, perceived values associated with sustainability and ethical sourcing significantly influence loyalty, aligning with insights from anuar etal. (2020) and chen and chang (2012). transparent communication and delivery on perceived values, particularly those related to environmental responsibility, are vital. By doing so, Qsrs not only meet customer preferences but also, as suggested by De toni etal. (2018) and Dlačić etal. (2014), build lasting relationships and drive increased repurchase intentions. Furthermore, other studies discovered that the perceived value positively and significantly influence repurchase intentions (see, De toni et al., 2018; Dlačić et al., 2014; Wang & Yu, 2016). adding to that of consumer’s perceived value, green trust has an important attribute to drive green consumption. and hence, the hypotheses pertaining to this study are: h1: there is a positive effect between perceived values with green trust. h2: there is a positive effect between perceived values with repurchase intentions. 2.4. Green product and sustainable consumption Most research signifies that consumer tend to be skeptical about green product claims (garcia & teixeira, 2017). Despite the contention that green products can influence consumers’ confidence because their production is more sustainable than conventional products, many consumers are still skeptical and neglected the claim of green products (nuttavuthisit & thøgersen, 2017). Most consumers’ doubts are caused by not having the technical expertise and knowledge to distinguish green products from conventional products, especially in the absence of chemical components in food production (nuttavuthisit & thøgersen, 2017). nevertheless, for knowledgeable green products consumers, trustworthiness in consuming them is a result of a confidence towards green product (agustini et al., 2019; smith & Paladino, 2010). Moreover, environmental concern has influenced the idealistic view of a green product and fostered customer trust (amin & tarun, 2020; li et al., 2021). and thus, green products have become a key element and strategy to maintain the market (carfora et al., 2019; krystallis & chryssohoidis, 2005; lee, 2021). as noted by amoako et al. (2020), the intense use of the products determines consumers’ trust in green products that subsequently act as a prerequisite to creating a market for such a product (Janssen & hamm, 2011; noblet & teisl, 2015). Within the Qsr context, consumer skepticism towards green product claims, noted by garcia and teixeira (2017) and nuttavuthisit and thøgersen (2017), poses a challenge in establishing green trust. as noted by carfora et al. (2019) and lee (2021), trust in Qsr green offerings becomes crucial for sustaining market presence. amoako et al. (2020) observe that the consistent use of green products in the Qsr setting acts as a determinant of consumer trust, becoming a prerequisite for creating a market for such products. thus, the attributes of green products that emphasize environmental protection which are actually superior values can only be realized by changing demands for environmental protection into (re)purchase intentions (ariffin et al., 2016; silva et al., 2017). green products are characterized by resource conservation, can be recycled, free of chemicals, and are healthy (sun & Wang, 2019), thus, they are safe for consumption by consumers. this is the superiority of preference for green products which can shape repurchase intention (silva et al., 2017). in addition, repurchase intention includes various motives that influence consumer buying behavior and can predict actual purchase behavior by assessing the value attributes contained in the product (Baum & gross, 2017). Furthermore, green product repurchase intention refers to the tendency of consumers to buy products with the best environmental characteristics than ordinary products (esmaeilpour & Bahmiary, 2017), which also consists of various motivations 6 M. k. MaWarDi etal. generated by behavior (li et al., 2021; suhartanto et al., 2020). in the Qsr landscape, the superior environmental attributes of green products, such as resource conservation, recyclability, and healthiness (sun & Wang, 2019), position them as attractive options for consumers. ariffin et al. (2016) and silva et al. (2017) stress that these attributes contribute to repurchase intentions, reflecting consumers’ preferences for environmentally conscious options. there are various studies that have investigated the relationship between green products and repurchase intentions which show a positive effect (ariffin et al, 2016; Farias etal., 2021; Paul et al., 2016; suhartanto et al, 2020). therefore, the hypotheses relevant to this study are: h3: there is a positive effect between green products on green trust. h4: there is a positive effect between green products on repurchase intentions. 2.5. Environmental behavior imperative Understanding environmental behavior of food consumers’ convenience is very challenging for Qsr due to contradictive interests between environmental-friendly intentions or behavior and the products or services provided (ricci et al., 2018). Moreover, environmental behavior can be a quality attribute of the product (aschemann-Witzel & niebuhr aagaard, 2014; Dagher & itani, 2012; soomro etal., 2020; Xu etal., 2020) as it provides information and convinces consumers to make a purchase. environmental behavior contributes to providing information about the product to consumers; and hence, their trust affects their behavioral intention to buy (lee & Yun, 2015; taufique et al., 2017). nevertheless, when environmental values are overstated and provide misleading and confusing green claims, consumers will eventually be reluctant in trusting the product (chen & chang, 2013; laheri et al., 2014; lucas et al., 2021). in fact, consumers may identify real environmental efforts by businesses as intrinsic motivations and environmental opportunistic profits as extrinsic motivations when it comes to advertising or information about green practices (ahmad et al., 2021; Moon, 2017; Parguel et al., 2011). the function of environmental orientation can lead a company to produce safe products for the environment and attract sensitive consumers to the environment (konuk, 2019; narula & Desore, 2016). Moreover, consumers’ brand attitude in green advertising might be an outcome of their perception towards environmental utilitarian benefits (lee, 2021). thus, navigating environmental behavior in the Qsr landscape is challenging due to conflicting interests. ricci et al. (2018) underline this complexity, arising from contradictory intentions and the nature of Qsr products. environmental behavior, as a product quality attribute (aschemann-Witzel & niebuhr aagaard, 2014; Dagher & itani, 2012; soomro et al., 2020), significantly influences green trust. authentic environmental claims are pivotal (chen & chang, 2013; laheri etal., 2014), as overstated values breed skepticism. consumers distinguish genuine environmental efforts, impacting trust (ahmad et al., 2021; Moon, 2017). Further, multiple studies have proven that environmental behavior significantly influences the green trust of an environmentally friendly product (aschemann-Witzel & niebuhr aagaard, 2014; konuk, 2019; lee & Yun, 2015; ricci et al., 2018; taufique et al., 2017). Meanwhile, environmental behavior toward green products is also a determinant of consumer behavior which indicates that it is related to repurchase intention because it is based on that consumers are aware of the importance of protecting the environment in order to maintain health. thus, repurchase intention is a consumer tendency to buy green products in the future which highlights environmental behavior (De toni etal., 2018; Wu etal., 2018). in fact, this repurchase intention is an indicator indicating that there is a strong association of environmental behavior in it (suhartanto et al., 2020). this environmental behavior has been linked to repurchase intention from various literature on green products (chaudhary & Bisai, 2018; Woo & kim, 2019). in Qsr, the nexus between environmental behavior and repurchase intentions is crucial. consumers’ determination to repurchase green products aligns with their environmental consciousness. De toni et al. (2018) and Wu et al. (2018) reveal that repurchase intention signals consumers’ inclination to invest in green Qsr products. this inclination, rooted in environmental awareness, becomes a robust marker (suhartanto et al., 2020), highlighting the strong association of environmental behavior within it. numerous studies (chaudhary & Bisai, 2018; Woo & kim, 2019) establish a positive link between environmental behavior and repurchase intention in the Qsr setting. consumers showcasing eco-conscious behavior are likely to sustain a preference for green Qsr products, emphasizing the lasting impact of environmental considerations on purchasing behavior. thus, cOgent BUsiness & ManageMent 7 environmental behavior shows that there is a positive influence on repurchase intention (Pahlevi & suhartanto, 2020; shapoval et al., 2018). in addition, the hypotheses pertaining to this study are: h5: there is a positive effect between environmental behavior on green trust. h6: there is a positive effect between environmental behavior on repurchase intentions. 2.6. The relevance of green trust on repurchase intention in the context of consumer behavior, trust becomes a crucial element subsequent to a certain behavioral outcome such as intent to purchase green product. Previous research has validated that customers’ trust in repurchasing a green product (de Morais Watanabe etal., 2020; gil & Jacob, 2018; Jiang & chiu, 2014; Moussa & touzani, 2008). Building a higher level of interaction with customers by showing more than targeted sales results, the company will frame a higher level of trust in its products (lin & niu, 2018; Wang et al., 2018). Other than that, the information representing a product constitutes of labels and certification, which can ensure that the product is completely green (amoako et al., 2020; de Morais Watanabe et al., 2020; kang & hur, 2012). as a result, the labeling guarantees the product’s authenticity and indicates an eco-friendly product (silva et al., 2017). grunert et al. (2014) argue that if the trust in the product labeling increases, consumers’ trust that the product meets green product requirements will increase. in addition, trust refers to a level of belief that another party will demonstrate a particular behavioral as an outcome (chen & chang, 2012; Muflih et al., 2020; Wu et al., 2018). according to schlosser et al. (2006), customers’ trust determines ones’ repurchasing intentions, especially if they have environmental concerns. it is important to note that experience, a product’s value, and engagement of environmental behavior influences consumers’ trust; and thus, driving them to repurchase a green product as a behavioral outcome (chen & chang, 2012; liu et al., 2018; silva et al., 2017). in the Qsr realm, trust stands as a linchpin in the consumer decision-making process, especially concerning the intent to repurchase green products. Validated by previous studies, customer trust proves instrumental in shaping repurchase decisions for green offerings (de Morais Watanabe et al., 2020; gil & Jacob, 2018). Beyond sales metrics, fostering deeper connections with customers, as suggested by lin and niu (2018) and Wang et al. (2018), amplifies trust in Qsr products. information conveyed through labels and certifications, pivotal in ensuring authenticity and eco-friendliness (amoako et al., 2020; de Morais Watanabe et al., 2020), becomes paramount. grunert et al. (2014) assert that heightened trust in product labeling correlates positively with consumer confidence in Qsr products meeting green standards. trust, characterized as belief in a specific behavioral outcome (chen & chang, 2012; Wu et al., 2018), proves pivotal in influencing Qsr repurchase intentions, especially in environmentally conscious contexts (schlosser et al., 2006). Based on these reasons, the hypothesis relevant to this study is: h7: there is a positive effect between green trust on repurchase intentions. 3. Research method this research employed a quantitative approach using statistical analysis as an inquiry tool. the statistical techniques used were descriptive and inferential statistics. Meanwhile, the Pls-seM was applied to analyze the inferential statistics. according to hair et al. (2014), the Pls-seM is a powerful statistical tool because it applies to all data scales, does not require many assumptions, and confirms the relationship without a solid theoretical foundation. Furthermore, the Pls-seM more strongly estimates a structural model than the cB-seM, especially when some of the assumptions are violated (hair et al., 2014). Furthermore, cB-seM is more effective on factor-based model but Pls-seM is more effective on composite-based model (Dash & Paul, 2021). even the results from cB-seM and Pls-seM showed similar results (Dash & Paul). Other than that, Pls-seM is employed to develop or build a hypothesis, predict a complex situation, and facilitate the multivariate data analysis; in contrast, the Pls-seM comprises evidence-based theory and works after parametric assumptions meet (hair et al., 2014). this study employed a construct by adopting a ten items of perceived value scale (chen, 2010; De toni et al., 2018; Zielke, 2010), eleven items of green products scale (D’souza et al., 2006), eleven items of environmental behavior scale (lee et al., 2011), a five items scale of repurchase intentions (De toni et al., 2018), and a 14 M. k. MaWarDi etal. insignificance of such effect. these assumptions were based on the studies of ricci et al. (2018) as well as aschemann-Witzel and niebuhr aagaard (2014). First, customers possibly did not influence green products. second, the perceived value disagrees with the required value; subsequently, a repurchase was not present. and third, customers had inadequate knowledge and information about green products. lastly, this study found that green trust could influence the repurchase intentions (ß = 0.470). Many studies have discussed that the green trust and repurchase intentions are relevant and can form experience and satisfaction affecting repurchase intentions (chen & chang, 2012; de Morais Watanabe et al., 2020; thøgersen et al., 2017). apart from that, green trust becomes another critical concept to comprehend consumers’ environmentally friendly behavior because this behavior is their reason for preferring a specific product (chen & chang, 2013). eco-friendly products with high quality are considered to have high value and can satisfy customers’ expectations for environmentally friendly products (chen & chang, 2012; silva et al., 2017). From the consumption experience, customers will build their trust in environmentally friendly products (grunert et al., 2014). Based on this affirmation, customers will believe if the company can produce environmentally friendly products that are safe for customers and the environment. therefore, customers’ trust can protect them from obscurity in purchasing environmentally friendly products (Jiang & chiu, 2014; heirs & hameed, 2020). chen (2013) proposed and tested a trust model for environmentally friendly products. he established that quality, satisfaction, values, and risks significantly encouraged customers to trust eco-friendly products. this phenomenon agrees with various studies discovering that green trust positively and greatly impacted repurchase intentions (chen & chang, 2012; de Morais Watanabe et al., 2020; silva et al., 2017). 5.2. Theoretical implication the implications of this research encompass fourfold findings contributing to the literature: 1. extension of green marketing theory. the study emphasizes the importance of perceived value, green products, and environmental behavior in influencing green trust, extending the existing green marketing theory; 2. alignment with sustainable development goals. this research recognizes the evolution of green marketing within the broader context of the sustainable development agenda. investigating the relationships between perceived value, green products, environmental behavior, green trust, and repurchase intentions aligns with the goals of sustainable development covered in previous research (ahmad et al., 2021; amin & tarun, 2020; anuar et al., 2020; chen, 2010; Wu et al., 2018); 3. addressing attitudes and behaviors discrepancy. a notable aspect is the identification of the relationship between attitudes and behaviors in green marketing. Despite the importance attributed to green products, there seems to be a lack of corresponding attitudes toward eco-friendly behavior. this observation opens avenues for future research aimed at bridging this divide and understanding the complexities of green consumerism (amoako et al., 2020; chen, 2013; chen et al., 2015); and, 4. exploration of push-factors in green marketing: Delving into the mechanisms through which businesses influence consumer behavior, this research explores the push factor in green marketing. specifically, it investigates whether perceived values, green products, and environmental behavior act as determinants of green trust and subsequently influence repurchase intentions, expanding on previous studies (ahmad et al., 2021; chen et al., 2015; cheung et al., 2015). 5.3. Practical implication a part from the theoretical implications been highlighted from this research, there are several practical implications as source of useful information for businesses particularly for Qsrs. these practical implications include: 1. a focus on customer’s perceived value. an eco-friendly producer should ensure that their offerings not only contribute to environmental sustainability but also effectively meet customers’ expectations for cleanliness and product performance. Further, conducting customer surveys to understand their needs and preferences can guide product development; cOgent BUsiness & ManageMent 15 2. leveraging emotional value through communicating contributions to health and environmental sustainability to deepen an emotional connection to the brand; 3. Differentiation of green products via focusing not only the environmental benefits but also the superior taste and nutritional value of organic menu items. also, a clear labeling and marketing campaigns distinguish eco-friendly choices will be beneficial for Qsrs; and, 4. capitalize on the eco-friendly aspects of the dining experience and collaborate with environmental organizations, obtain certifications, and maintain transparent practices to enhance green trust. 6. Conclusion this research concluded consumer behavior with the focus on green products of fast-food restaurants in four-folds of findings. Firstly, this study revealed that the consumers’ internal factors, represented by the variables of perceived values and green products, significantly influenced green trust, and repurchase intentions. secondly, this study determines the factors that corroborates to ‘gen-Z’ consumption behavior towards the understanding of environmentally friendly lifestyle consumption. thirdly, environmental behavior representing consumers’ external factors of making a purchase decision was not a predictor of both green trust and intentions to buy repurchase fast food restaurants’ products. Moreover, the environmental behavior supporting the delivery process of green products’ values to consumers could not stimulate the consumers’ external factor to raise their trust in the green product and intend to repurchase Qsr’ products. therefore, other alternate indicators are needed to justify how external factors can affect consumers’ behavior to purchase green products. lastly, green trust and repurchase intentions that constitute of outputs of consumers’ behavior showed a positive and significant effect. as a consequence, consumers’ trust in environment-oriented products of Qsrs could enhance customers’ intentions to repurchase the products. apart from these findings, the results of this study should be generalized in a careful manner to avoid overstated assumptions. this is due to a single geographic observation employed in this study, whereas differences in consumption/purchasing power in different areas of observation would differ. thus, the extent to which environmental behavior as an external driver did not influence consumer’s green trust and intent to repurchase a product which had not been able to be explained in-depth. this is a challenge for scholars in the focus of green marketing to explore in-depth on the insignificance of environmental behavior on green trust and repurchase intention. the hybrid cluster analysis approach provides a nuanced understanding of customer diversity, enabling companies to optimize their marketing strategies, service offerings, and overall customer experience (cahyana et al., 2020). Despite this study has explained these findings and presented theoretical and practical implications, it is not without limitations. Firstly, the discussion of the push-factor for the green marketing concept indicated by perceived values, green products, and environmental behavior may not provide a comprehensive view of green marketing. as emphasized by trautwein et al. (2023), there are determinants in predicting individual’s environmentally driven behavior, which is a core value of the Value-Belief-norm. Moreover, the significance of green trust is not only limited to the product itself but also extends to services, brands, and reputation (chen & chang, 2013). thus, despite determinants of green trust have been demonstrated in this study, other controlling factors need to be identified and tested, as suggested by chen and chang (2013). this could be useful in providing a holistic theoretical explanation and understanding of the green marketing concept. secondly, this study set a sample representing consumers from Qsr, from the market perspective in indonesia, specifically in the city of Malang, east Java Province. therefore, there might be differences in consumer behavior add other major cities in indonesia, such as Jakarta, Bandung, and surabaya. similarly, considering the perspective of the market in other countries might also lead to variations in the findings. Acknowledgement the authors express sincere appreciation to all anonymous reviewers for their valuable insights and constructive feedback, which have significantly contributed to the enhancement of this manuscript. additionally, the authors acknowledge the Faculty of administrative science at Brawijaya University, indonesia, for their support and provisions under the research grant scheme. 16 M. k. MaWarDi etal. Disclosure statement no potential conflict of interest was reported by the author(s). About the authors Mukhammad Kholid Mawardi, is an associate Professor at the Business administration Department, Brawijaya University, indonesia. his current appointment is as the Vice Dean of the Faculty of Vocational studies. he holds a PhD from the University of Wollongong, australia. his research interests include entrepreneurship and small business management, innovation and marketing management. Mohammad Iqbal, is an associate Professor of the Business administration Department, Brawijaya University, indonesia. his current appointment as the chairman of the Directorate of innovation and science technology Park. Obtaining his DBa from Victoria University, australia, he has authored research papers on the themes of entrepreneurship, strategic management and marketing. Endang Siti Astuti, is an emeritus Professor at the Department of Business administration, Brawijaya University. her expertise includes human resource information system, technology management, organizational behaviour and knowledge management. as one of the prominent academicians in her institution, she has supervised and graduated numerous research students. Rizal Alfisyahr, is a senior lecturer of the Business administration Department, Brawijaya University, indonesia. his research interest includes marketing management, consumer behavior and entrepreneurial marketing. he worked in MarkPlus, inc as a marketing consultant prior to being an academician and currently pursuing his Doctorate degree at swinburne University of technology, australia. Andi Mappatompo, is a senior lecturer at the Muhammadiyah University in Makassar, indonesia. his research interest include consumer behaviour, organizational behaviour and marketing management. Funding this study was supported by Universitas Brawijaya. ORCID Mukhammad kholid Mawardi http://orcid.org/0000-0001-9967-9188 Mohammad iqbal http://orcid.org/0000-0002-1052-9632 endang siti astuti http://orcid.org/0000-0003-3283-7342 rizal alfisyahr http://orcid.org/0000-0002-8626-5709 andi Mappatompo http://orcid.org/0000-0002-5571-3134 References abaidoo, r. 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