Brand Equity of Green Products through Customer Trust and Customer Value

DOI

10.2991/iceb-15.2015.53How to use a DOI?

Keywords

equity, customer trust, customer value, green products

Abstract

The increasing demand of enviromentaly friendly products makes a lot of company produce more products with green atribute. Yet not all of those products really have a significant impact on the environment. Greenwashing or an act of misleading the consumer become more common thus affecting customer trust on all green products including those real green company. Trust become more important in green products, this paper is trying to give a glimpse on how to increase trust for green products using customer value. Also how much customer trust give an impact on brand equity of green products.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ivan Diryana
AU  - Gatot Iwan Kurniawan
PY  - 2015/05
DA  - 2015/05
TI  - Brand Equity of Green Products through Customer Trust and Customer Value
BT  - Proceedings of the International Conference on Economics and Banking 2015
PB  - Atlantis Press
SP  - 372
EP  - 379
SN  - 2352-5428
UR  - https://doi.org/10.2991/iceb-15.2015.53
DO  - 10.2991/iceb-15.2015.53
ID  - Diryana2015/05
ER  -