The Role of Consumer Trust in the Relationship between Perceived Sustainability of Forest Products and Purchase Intention
Forest-based products provide important economic and environmental benefits, but their market acceptance increasingly depends on consumers’ perceptions of sustainability and confidence in sustainability-related claims. This study aims to examine the relationship between Perceived Sustainability of Forest Products, Consumer Trust, and Purchase Intention, with particular attention to the role of Consumer Trust in explaining purchase intention. Data were collected through an online structured questionnaire from 380 consumers in Indonesia who had purchased or used forest-based products. Respondents were selected using purposive sampling based on their age, experience with forest-based products, and recent product-use experience. Data were analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS 4.0. The results show that Perceived Sustainability of Forest Products has a positive and significant effect on Consumer Trust and Purchase Intention. Consumer Trust also has a positive and significant effect on Purchase Intention. Furthermore, Consumer Trust significantly mediates the relationship between Perceived Sustainability of Forest Products and Purchase Intention. The strongest relationship was observed between Consumer Trust and Purchase Intention, indicating that consumer confidence is an important factor in translating sustainability perceptions into purchasing intentions. The findings suggest that strengthening transparent sustainability information, product traceability, certification, and consistency in sustainable forest-resource management can enhance consumer trust and support the market acceptance of sustainable forest products.
Keywords: Consumer Trust; Forest Products; Purchase Intention; Sustainable Consumption; Sustainability
