Abstract--The increasing demand of enviromentaly friendly products makes a lot of company produce more products with green atribute. Yet not all of those products really have a significant impact on the environment. Greenwashing or an act of misleading the consumer become more common thus affecting customer trust on all green products including those real green company. Trust become more important in green products, this paper is trying to give a glimpse on how to increase trust for green products using customer value. Also how much customer trust give an impact on brand equity of green products.

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Abstract--Green products have a better value to offer compare to conventional products, it give the consumer a chance to contribute to the environment. While other research shows that customer are willing to buy products with better value but that's not what happen to green products. Also people are reluctant to buy green product even though they have the awareness and knowledge about the environment condition because green products are perceived to be expensive. This paper is trying to give a different approach by connecting Brand Equity to Green Purchase Intention because expensive products with a strong brand will be easier to sell. Also this research is trying to explain what is the most influential dimension of Brand Equity that contribute to Green Purchase Intention.

The South Coast Special Interest Area of ​​South West Java is an area that will be developed based on the West Java Province Tourism Development Master Plan in 2016-2025. This plan is a follow-up to the Indonesian Government's program that continues to improve the tourism sector. the success of the development is expected to significantly increase the number of visitors. It should be understood that increasing visitors will increase foreign exchange and the economy of the community but will lead to a risk. This study aims to make risk assessments that occur in this area so that it will provide prevention information on risks that might occur. Qualitative results are observed and interviewed. it was found that the risk was caused by low public awareness, lack of preparedness of the local government in developing the tourism sector, a conflict of interest because the south coast was owned by three districts and other reasons.