Green Technology Trends: Increasing Sales of Green Technology through Brand Equity and Green Trust

The problem currently faced by green technology is competition with non-environmental friendly technology. One reason for the difficulty of green technology competing with conventional products is the selling price which is relatively more expensive. This paper tried to resolve the issue by studying the links between brand equity, green customer trust and purchase intention. Respondents in this study were young people who have bought green products. The data then processed using partial least square to study the relationship between variables. The results of this study showed a significant relationship between the independent variables with the dependent variable. This showed that companies need to pay attention to brand equity and green customer trust to increase purchase intention.