Customer behavior of environmentally friendly products becomes marketing attention by implementing a green marketing strategy to improve customer’ green trust. The study concentrates on the correlation of eco-label attribute, perceived innovation, perceived quality, and green trust of a customer. The study was conducted in 2020 with a survey of supermarket’s customers who were familiar with green products. There were 200 customers who were selected randomly; data from a customer was taken by questionnaire. Then, data from the questionnaire was processed by using SEM approach through SmartPLS. The research finding determined that the implementation of an eco-label attribute may influence on customer’ green trust directly through customer perceived quality. Furthermore, it was determined that customer perceived quality could play the mediation role between eco-label attributes and green trust. Besides, it has known that the value of innovation of green products could not be affected by eco-label attributes and it could not affect customer’s green trust. The study provides a recommendation from the model of green customer behavior with mediation focuses on customer perceived quality. The finding can provide important information for marketers and producers who use the environmental issue, and it is implemented to green marketing strategy.

Green awareness is worth researching to determine the customer consumption pattern of environment-friendly products. Several research models are showing the importance of green awareness of customer behavior. This paper studies the role of information in marketing decisions related to customer green awareness. Based on the phenomenon of green awareness, this research work aims to study the role of customer green awareness built through eco-label, environmental knowledge, and perceived quality. This experimental research is conducted on 200 supermarket customers who had experience with green products. The data is collected through a questionnaire and analyzed using the Structural Equation Model approach. SmartPLS is conducted to test the research hypotheses. The findings show that there was a relationship between the eco-label credibility of environment-friendly products on the customers' increased environmental knowledge and perceived quality of the products. Besides, both environmental knowledge and perceived quality are identified to play an essential role in controlling green awareness. Eco-label in product attributes is found to be capable of changing the positive side of green awareness. These findings describe a model in developing green awareness through environmental knowledge and perceived quality with the support of environment-friendly product eco-label. The model also can predict customer green awareness and support the green marketing strategy. Therefore, further research works on green customer behavior are welcome, as green customer behavior must impact on the implementation of green marketing strategies. Also, we may predict the customer behavior of environment-friendly products, and implement better business strategies.

This study aims to review the factors which influence the form of green advertising and their impacts on green awareness improvement. The study is conducted with 200 students from Indonesia and Malaysia as respondents. Data from respondents is obtained through a questionnaire, and it is analyzed by two stages, which are confirmatory factor analysis and structural equation model. It emphasizes the results conducted two research hypotheses based on the t-value. The research results state that respondents’ point of view associated with the media of green advertising was different between Indonesia and Malaysia, but the issue used in green advertising had similarities. It has known that green advertising is advertising media, which is formed from three dimensions; namely green theme, green impact, and green message. Furthermore, it is found that green advertising had an impact on green awareness improvement. The finding of this research is useful for a company that uses green marketing strategy, considering the factors assumed to be important from green advertising to improve customer green awareness on environmentally friendly products.

This study aims to review the correlation of environmental knowledge, eco-label, and perceived quality of green awareness customers with environmentally friendly products. Research method is based on a survey on 100 customers of a supermarket who are familiar with environmentally friendly products. The analysis technique conducted uses linear regression with smart tools of SPSS for testing the hypotheses of the paper. The research finding demonstrates that environmental knowledge, eco-label, and perceived quality had positive correlations with green awareness customers. Out of all the factors that influence green awareness, eco-label of the customer maintains the most determining impact on green awareness improvement. Research finding emphasizes that antecedent of green awareness includes environmental knowledge, eco-label, and perceived quality. The results are useful information for stakeholders since they may use green marketing strategy and government in decision making to the green products.

Nowadays, customer awareness on environment friendly products is getting improved and there is an increase trend on green marketing strategy. The carried-out strategy has an objective of improving the customer care and purchasing intention on environment friendly products. Reviewing the issue of customer behavior, this study aims to review the correlation among green advertising, green brand image and customer green awareness on environment friendly products and their impacts to purchase intention. The study was conducted through a survey among 102 customers of Supermarket in Bandung City who have experience on friendly products. Data from the customers were obtained through a questionnaire, tabulated and processed by path analysis using SmartPLS. In order to emphasize research result, the research hypothesis test was conducted. Research finding explains that green advertising was assessed to be important by the customer and it can improve the customers’ green awareness. On the other hand, it is stated that there was an impact of green awareness on improving customer purchasing intention on the environmentally friendly product. This study is useful for the supermarket in Indonesia particularly in understanding customer behavior to the environmentally friendly product. So, the implementation of the marketing strategy is more precise. Besides, this study can be an input for the Indonesian Government in implementing a regulation associated with the global warming issue through research on environmental friendly product.

Fresh produce which are part of agricultural products that can survive during the pandemic in Indonesia, there is even an increase in supply, this contribution is important for the availability of these products in maintaining consumption needs in maintaining public health levels in the midst of an unfavourable situation for all parties, including sustainability of business in this chain network. However, the development of this commodity still has many obstacles, especially in the ability to provide high-quality products, resource capabilities and manage existing information, especially the farmers who are involved in cooperation in this supply chain system, so that it can impact their performance. This study explores the mediating effect of collaborative performance systems (CPS) in lateral collaboration structures such as; information sharing (ISH), resource sharing (RSH), contract farming (CTF) and join mode transportation (JTM) in individual companies (CIP) and supply chain performance (SPO) in the fresh produce supply chain (FPSC). The sample in this study was taken based on purposive sampling from the participation of respondents in the FPSC network consisting of farmers producing fresh vegetables and fruits who are members of the Association of the Farmers Groups (Gapoktan), distributors, owners of transportation modes and supermarkets. Respondents consisted of 72 people who had filled out complete questionnaires from their four supply chain channel partners. Data collection methods were analyzed using a structural equation approach. The results of the study that the mediation of CPS on the performance of CIP and SPO in the FPSC was confirmed.

The aim of this study is to identify and explore the success factors that influence the fresh product supply chain collaborative performance system (CPS) towards the flow of information among partners along the chain, and the supply chain relationships of all partners in it by identifying the role played by information structures at the planning level of supply chain collaboration, as well as providing policy insights to stakeholders in different countries to analyze applicable implementation. This research method uses a research approach by reviewing the previous literature that was selected deliberately during the last 10 years; journal papers, conferences, working papers, and Ph.D. thesis. Using three steps, the first step found 189 articles. The second step was to get 96 articles that match the topics raised. Finally, the third step, determined 39 articles selected as important topics focusing on fresh production areas and they were categorized and analyzed. This study is considered to be our best knowledge to examine the success factors influencing CPS in FPSC, such as; knowledge of the benefits of collaborative performance systems, reluctance to change, collaborative culture, trust, technology and information, social relations, environmental friendliness, and sustainability security and safety. The theoretical framework, was also developed incorporating the principles of supply chain network collaboration, taking into account the importance of business strategy and inter-organizational network theory, to strengthen the evidence for the relationship between the collaborative planning levels in usable information flow, at both the strategic, operational and tactical levels in the supply chain collaboration. The implication of this research is intended to examine the success factors that influence it, so that it can be developed and become the basis for improvement models that are still rarely applied in this field, from the influencing factors that exist in the collaboration structure.