| Summary: | This research aimed to examine the influence of green brand image, green
satisfaction, green trust toward green brand equity of natural batik product in Indonesia as
well as trying to test the mediating effectof green satisfaction and green trust in the
relationship between the grand image with a green brand equity.
This research used a quantitative approach. The data used are the primary data
collected through a questionnaire survey method as an offline data collection instrument. The
methods of data analysis was simple regression and multiple regression.
The results showed that green brand image, green satisfaction, and green trust were
positively related to green brand equity. Furthermore, the positive relationship between green
brand image and green brand equity was pertially mediated by green satisfaction and green
trust.
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