DRIVERS OF GREEN BRAND : EQUITY GREEN BRAND IMAGE, GREEN SATISFACTION, GREEN TRUST (Studi Empirik Konsumen Toyota Bermesin vvt-i Kota Bengkulu)

This article proposed four novel constructs green brand image, green satisfaction,
green trust, and green brand equity, and explored the positive relationships between green
brand equity and its three drivers green brand image, green satisfaction, and green trust. This
research employed an empirical study by use of the questionnaire survey method. The
questionnaires were randomly mailed to consumers who had the experience of purchasing
information and Toyotavvti products. The results showed that green brand image, green
satisfaction, and green trust are positively related to green brand equity. Furthermore, the
positive relationship between green brand image and green brand equity is partially mediated
by green satisfaction and green trust. Hence, investing on resources to increase green brand
image, green satisfaction, and green trust is helpful to enhance green brand equity.