ABSTRACT
The restaurant business is growing rapidly supported by numerous people who like to shop and eat outside their homes. A large community of nature lovers is very enthusiastic about the emergence of restaurants that provide environmentally friendly products. Public awareness to help protect the environment is increasing because of environmental damage that is currently happening, such as global warming and the greenhouse gas effect. Kehidupan Tidak Pernah Berakhir (KTPB) is a vegan restaurant in Bandung, which provides education about green products and healthy lifestyles. This study summarized the literature on green marketing and marketing relations into the research framework at the green purchase behavior, using two constructs: green perceived value and green trust. This study used a quantitative method with descriptive research on 100 consumers of KTPB and was with Partial Least Square (PLS), Smart PLS 3.2.7. Empirical results showed that green perceived value positively affected green purchase behavior and green trust. This study indicated that the relationship between the green purchase behavior and antecedent (green perceived value) was mediated by green trust. Therefore, investing resources to increase green perceived value and green trust is very helpful to increase the green purchase behavior
