Green Entrepreneurship's Influence on Customer Satisfaction through Brand Authenticity and Brand Trust

Abstract

This study examines the effect of green entrepreneurship on customer satisfaction through the mediating roles of brand authenticity and brand trust among consumers of Batik Berkah Mojo MSME in Jombang, Indonesia. A quantitative survey was conducted with 213 respondents, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that green entrepreneurship significantly enhances customer satisfaction both directly and indirectly through brand authenticity, whereas brand trust has no significant direct or mediating effect. The study contributes to the literature by demonstrating that brand authenticity is a more effective psychological mechanism than brand trust in explaining how sustainable entrepreneurial practices influence customer satisfaction in MSMEs. This finding extends green entrepreneurship research by clarifying the distinct mediating roles of brand authenticity and brand trust within the context of batik MSMEs. Practically, the results suggest that MSMEs should prioritize authentic sustainability practices to strengthen customer satisfaction.