The Influence of Green Trust, Green Perceived Value, and Green Brand Image on Green Repurchase Intention for Daihatsu Cars

Abstract

This study aims to analyze the effect of Green Trust, Green Perceived Value, and Green Brand Image on Green Repurchase Intention among Daihatsu car consumers. This research employed a quantitative approach using a survey method and purposive sampling involving 126 respondents who had owned or previously purchased Daihatsu cars in DKI Jakarta. Data were collected through questionnaires using a Likert scale and analyzed using the Partial Least Square (PLS) method with SmartPLS 4.0. The results show that Green Trust has a positive but insignificant effect, while Green Perceived Value and Green Brand Image have positive and significant effects on Green Repurchase Intention. These findings indicate that perceived environmental value and brand image play a more important role in encouraging consumers' intention to repurchase Daihatsu cars.