Human awareness of the environment began to grow since the emergence of negative issues about the environment. The existence of global warming encourages consumers to be more interested in buying products from companies that care about theenvironment. Products whose raw materials are of natural origin are one example of environmentally friendly products, these products do not damage the environment because they are easily biodegradable and can be recycled. Rumah Karung Goni is a
company that sells handicrafts and daily necessities based on burlap sacks that are environmentally friendly and can be recycled. This study aims to determine whether the green marketing strategy
implemented by the Rumah Karung Goni is effective and to find out how the role of Green Perceived Value on the Green Trust is mediated by Green Satisfaction on consumers of Burlap Sack
Houses. The number of respondents in this study were 250 respondents. The research method used is a quantitative method with a type of causal research, as well as data analysis techniques using Partial Least Square (PLS). The results of this study confirm the important contribution of the Green Perceived Value to Green Satisfaction, Green Perceived Value to Green Trust, and Green Satisfaction to Green Trust. Indirectly the Green Perceived Value positively influences Green Trust through Green Satisfaction, this is consistent with the research that has been done previously by Chen, Lai, Chang and Yen (2016). But the absence of the influence of Green Satisfaction on Green Purchase Satisfaction can be
caused by the high need for Rumah Karung Goni’s goods, so that the green factor for it’s company is ignored in Consumer satisfaction.
Keywords: Green Marketing, Green Perceived Value, Green
Satisfaction, Green Trust, Partial Least Square.