Green Product Knowledge, Eco-Label Transparency and Brand Trust towards Consumer Awareness through Green Product Innovation as Mediating Variables on Consumers of OMEO Indonesia's eco-printed shopping bag products

Diana Noer Aqiyah; Nikma Yucha

doi:10.61536/escalate.v4i4.722

Authors

Diana Noer Aqiyah Universitas Maarif Hasyim Latif
Nikma Yucha Universitas Maarif Hasyim Latif

DOI:

https://doi.org/10.61536/escalate.v4i4.722

Keywords:

Brand Trust, Consumer Awareness, Eco-Label Transparency, Green Product Innovation, Green Product Knowledge

Abstract

This study examines the relationships of Green Product Knowledge, Eco-Label Transparency, and Brand Trust with Consumer Awareness, with Green Product Innovation as a mediating variable among consumers of OMEO Indonesia’s eco-printed shopping bags. A quantitative explanatory approach was applied, involving 100 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that Green Product Knowledge and Eco-Label Transparency are positively and significantly associated with Green Product Innovation, while Brand Trust is not significant. Green Product Innovation is positively and significantly associated with Consumer Awareness. The direct relationships of Green Product Knowledge, Eco-Label Transparency, and Brand Trust with Consumer Awareness are not statistically significant under the study’s stated criterion of p < 0.05. Regarding mediation, only the indirect relationship between Eco-Label Transparency and Consumer Awareness through Green Product Innovation is statistically significant. These findings highlight the importance of transparent environmental information supported by tangible green product innovation in strengthening consumer awareness

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