Trust-Based Marketing Model in Promoting the Adoption of Sustainable Agricultural Products in Indonesia

This study develops and tests a trust-based marketing model to promote the adoption of sustainable agricultural products, specifically hydroponic vegetables, in modern markets in Karawang, West Java, Indonesia. The increasing demand for healthy and environmentally friendly food has not necessarily translated into widespread consumer adoption. Previous research suggests that consumer trust may play an important role in purchasing decisions involving sustainable products. This study employed a quantitative approach using structural equation modeling (SEM). Primary data were collected from 250 consumers who purchased hydroponic vegetables in modern markets in Karawang during January to February 2026 using systematic random sampling based on purchasing time intervals. The respondents consisted of 50 male and 200 female consumers, reflecting the dominant role of women in household food purchasing decisions. The proposed model examines the influence of perceived product quality, perceived environmental value, and marketing communication on consumer trust, and subsequently on purchase intention and adoption behavior. The results indicate that perceived quality and environmental value significantly influence trust, while marketing communication plays a crucial role in strengthening trust formation. Consumer trust showed positive and statistically significant relationships with purchase intention and the measured adoption construct. However, further statistical comparisons are required to establish whether trust has a significantly greater influence than other predictors. These findings are consistent with recent empirical studies emphasizing trust as a central determinant in sustainable product adoption.This study contributes to the literature by proposing an integrated trust-based marketing model in the context of sustainable agriculture in emerging markets. Practically, the findings suggest that marketers and producers should focus on building consumer trust through transparency, quality assurance, and credible communication strategies to accelerate the adoption of hydroponic products in Indonesia.