ANALYSIS OF THE EFFECT OF ENVIRONMENTAL KNOWLEDGE AND SUBJECTIVE PRODUCT KNOWLEDGE ON WILLINGNESS TO PAY MORE WITH GREEN PRODUCT TRUST AS A MEDIATING VARIABLE IN THE FIRSTX GREEN FUEL PRODUCT

Abstract

This study aims to analyze the effect of Environmental Knowledge and Subjective Product Knowledge on Willingness To Pay with Green Product Trust as a mediating variable on Pertamax Green fuel products. This research was conducted in Jakarta using a quantitative approach and associative research type. The research population is Pertamax Green consumers at Jakarta and surrounding gas stations, with a sample of 130 respondents selected using purposive sampling method. The data analysis technique uses Structural Equation Modeling (SEM) with the help of Smart PLS 4 software. The results showed that Environmental Knowledge has a positive and significant effect on Willingness To Pay, Subjective Product Knowledge has a positive but insignificant effect on Willingness To Pay, Environmental Knowledge and Subjective Product Knowledge have a positive and significant effect on Green Product Trust, then Green Product Trust has a positive and significant effect on Willingness To Pay, then Green Product Trust positively and significantly mediates the influence of Environmental Knowledge and Subjective Product Knowledge on Willingness To Pay. This study shows the importance of environmental education and effective marketing strategies in increasing consumer confidence in green products, thereby encouraging consumers' willingness to pay more.