Trust-Based Marketing Model in Promoting the Adoption of Sustainable Agricultural Products in Indonesia

Authors

  • Sukanta Sukanta Universitas Singaperbangsa Karawang https://orcid.org/0000-0002-0270-3434
  • Ade Suhara Universitas Buana Perjuangan Karawang
  • Andriasan Sudarso Universitas IBBI Medan
  • Nunung Ayu Sofiati Universitas Indonesia Membangun
  • Maretta Ginting Universitas Sari Mutiara Indonesia

DOI:

https://doi.org/10.38035/dijemss.v8i1.6712

Keywords:

Trust-Based Marketing, Sustainable Agriculture, Hydroponic Vegetables, Consumer Trust, Purchase Intention, SEM

Abstract

This study develops and tests a trust-based marketing model to promote the adoption of sustainable agricultural products, specifically hydroponic vegetables, in modern markets in Karawang, West Java, Indonesia. The increasing demand for healthy and environmentally friendly food has not necessarily translated into widespread consumer adoption. Previous research suggests that consumer trust may play an important role in purchasing decisions involving sustainable products. This study employed a quantitative approach using structural equation modeling (SEM). Primary data were collected from 250 consumers who purchased hydroponic vegetables in modern markets in Karawang during January to February 2026 using systematic random sampling based on purchasing time intervals. The respondents consisted of 50 male and 200 female consumers, reflecting the dominant role of women in household food purchasing decisions. The proposed model examines the influence of perceived product quality, perceived environmental value, and marketing communication on consumer trust, and subsequently on purchase intention and adoption behavior. The results indicate that perceived quality and environmental value significantly influence trust, while marketing communication plays a crucial role in strengthening trust formation. Consumer trust showed positive and statistically significant relationships with purchase intention and the measured adoption construct. However, further statistical comparisons are required to establish whether trust has a significantly greater influence than other predictors. These findings are consistent with recent empirical studies emphasizing trust as a central determinant in sustainable product adoption.This study contributes to the literature by proposing an integrated trust-based marketing model in the context of sustainable agriculture in emerging markets. Practically, the findings suggest that marketers and producers should focus on building consumer trust through transparency, quality assurance, and credible communication strategies to accelerate the adoption of hydroponic products in Indonesia.

References

Chen, Y. S., & Chang, C. H. (2022). Enhancing green trust and green purchase intentions: The roles of green perceived quality and green perceived risk. Sustainability, 14(5), 2897. https://doi.org/10.3390/su14052897

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer.

Kline, R. B. (2021). Principles and practice of structural equation modeling (5th ed.). Guilford Press.

Lim, W. M., Tan, G. W. H., & Ooi, K. B. (2022). Trust in sustainable consumption: A systematic review and research agenda. Journal of Business Research, 139, 151–167. https://doi.org/10.1016/j.jbusres.2021.09.020

Malhotra, N. K., Nunan, D., & Birks, D. F. (2022). Marketing research: An applied approach (6th ed.). Pearson.

Nguyen, T. N., Lobo, A., & Greenland, S. (2021). Pro-environmental purchase behaviour: The role of consumers’ biospheric values. Journal of Retailing and Consumer Services, 58, 102283. https://doi.org/10.1016/j.jretconser.2020.102283

Prakash, G., Singh, P. K., & Yadav, R. (2023). Application of consumer behavior theories in sustainable consumption: A review and future research agenda. Journal of Cleaner Production, 384, 135507. https://doi.org/10.1016/j.jclepro.2022.135507

Rahman, M. S., Hossain, M. A., & Islam, M. T. (2024). Consumer behavior toward green food consumption: Evidence from developing countries. Sustainability, 16(2), 987. https://doi.org/10.3390/su16020987

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2022). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of market research. Springer. https://doi.org/10.1007/978-3-319-05542-8_15-2

Sekaran, U., & Bougie, R. (2021). Research methods for business: A skill building approach (8th ed.). Wiley.

Suki, N. M., Suki, N. M., & Azman, N. S. (2022). The role of perceived value and trust in influencing consumers’ intention to purchase green products. Sustainability, 14(3), 1234. https://doi.org/10.3390/su14031234

Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2021). Green image and consumers’ purchase intention: The mediating role of trust and perceived risk. Journal of Cleaner Production, 290, 125860. https://doi.org/10.1016/j.jclepro.2020.125860

Yadav, R., Balaji, M. S., & Jebarajakirthy, C. (2023). How psychological and contextual factors influence sustainable consumption: A meta-analysis. Journal of Business Research, 156, 113497. https://doi.org/10.1016/j.jbusres.2022.113497

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2020). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill.

Downloads

Published

2026-10-05

How to Cite

Sukanta, S., Suhara, A., Sudarso, A., Sofiati, N. A., & Ginting, M. (2026). Trust-Based Marketing Model in Promoting the Adoption of Sustainable Agricultural Products in Indonesia. Dinasti International Journal of Education Management and Social Science, 8(1), 209–217. https://doi.org/10.38035/dijemss.v8i1.6712

Issue

Vol. 8 No. 1 (2026): Dinasti International Journal of Education Management and Social Science (October - November 2026)

Section

Articles

License

Copyright (c) 2026 Sukanta Sukanta, Ade Suhara, Andriasan Sudarso, Nunung Ayu Sofiati, Maretta Ginting

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).