EFFECT OF VALUE, CONSUMER TRUST AND ATTITUDES TOWARDS INTENTION BUY ENVIRONMENTALLY FRIENDLY AIR CONDITIONERS PRODUCT IN SOUTH SUMATERA

Global climate warming and the increasing number of waste that is harmful to humans and the environment have attracted the intention of the governments, manufacturers and the public to be more aware of the importance of protecting the environment behavior. Empirical research on environmental awareness tends to be more widely applied in developed countries than in developing countries like Indonesia. Indonesia’s relatively collectivist society should really need trust in their interactions, but the current situation shows the low level of public trust in government, producers or marketers, so get into the low trust society. Past research has shown different results where Bhattacherjee (2002), Gefen (2002) found that there is a direct relationship between trust with the purchase intention, but Tang & Chi (2005) found that trust has no significant effect on purchase intention. This study aimed to assess the effect of the value, trust, and attitude towards purchase intention of consumers for environmentally friendly air conditioning products in South Sumatra in a model of the value-attitude-intention. The number of respondents who participated in this study was 179 people from each district and the city of South Sumatera, was analyzed using structural equation modeling (SEM). The results found that the variable consumer trust is an important factor and a central point which variables significantly influence attitudes, risk perception, perceived quality and consumer purchase intent.