International Journal of Research & Review (www.ijrrjournal.com) 74 Vol.6; Issue: 2; February 2019 International Journal of Research and Review www.ijrrjournal.com E-ISSN: 2349-9788; P-ISSN: 2454-2237 Research Paper The Effect of Green Perceived Quality, Green Perceived Value, Green Perceived Risk, Green Satisfaction and Green Trust in Stimulating Green Brand Equity Starbucks, West Java Rifqi Ali 1 , Jono M Munandar 2 , Muhammad Syamsun 3 1,2,3 Department of Management, Bogor Agricultural University, Bogor, Indonesia Corresponding Author: Rifqi Ali ABSTRACT The company implements a green marketing strategy in order to increase competitive advantage amid environmental damage issues. The location of this research is Bogor. The total sample used in this study was 280 respondents using questionnaires on a 1-4 scale. Analysis of research data using Structural Equation Modeling (SEM) with LISREL processing tools, The results of the analysis of this study are Green perceived quality is significant and influences green satisfaction and green trust, green perceived value influences green satisfaction and does not affect green trust, green perceived risk does not affect green satisfaction but has an significant to green trust, Green satisfaction has an effect on green trust and green brand equity, then green trust has no effect on brand equity. Keywords : Green Marketing, Green Perceived Quality, Green Perceived Value, Green Perceived Risk, Green Satisfaction, Green Trust dan Green Brand Equity. INTRODUCTION The rapid development of industrial gives positive impact toward human life. However, on the other hand, it gives negative impact toward environment. Business activities certainly give huge contribution toward the decreasing of environmental quality. Responding the enhancement of people awareness/care about the environment, many companies consider seriously so that they can utilize the opportunity of environmental issue for their business activities (Chen and Chang, 2012). Marketers begin selling safe and eco friendly goods or services for customer. Successful marketers of green-product consider, if customers currently do not only care toward material of goods but also the effect toward the environment (Singh and Pandey, 2012). Companies apply strategy of green marketing so it can increase competitive advantage among the issue about environmental damage. Green marketing becomes proactive strategy of the company to provide market demand by producing green products which do not harm the environment. Survey of AC Nielsen department explains that 90% Indonesians care more toward environment (AC Nieselsen, 2009). The consumption enhancement has high ecology impact, then it focuses on natural resource ability in providing adequacy of raw materials fulfillment of coffee (Arief et al, 2011). The company of food and beverage which implements green marketing is