Consumer Trust in Green Property: The Role of Digital Transparency and Marketing Ethics in Improving Sustainability Performance
Keywords:
Digital Transparency, Marketing Ethics, Consumer Trust, Sustainability PerformanceAbstract
This study aims to examine the influence of digital transparency and marketing ethics on sustainability performance in the context of green property, emphasizing the role of moderating consumer trust. Growing concern for environmental issues has prompted companies to adopt sustainable practices, but the effectiveness of these strategies is highly dependent on consumer confidence and perception. This study uses a quantitative approach through a survey of 150 respondents who are actual and potential buyers of green certified properties in Indonesia. The measurement instrument was developed from the latest literature, validated by experts, and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that digital transparency, marketing ethics, and consumer trust have a positive and significant effect on sustainability performance. In addition, consumer trust strengthens the influence of digital transparency and marketing ethics on sustainability performance. These findings confirm the importance of trust-building strategies to improve the sustainability communication success and environmental reputation of green property companies. This research makes a theoretical contribution to stakeholder theory and relational marketing, and suggests practical implications for property industry players.
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