Nowadays, organic vegetables have not yet become the important attention of customer in Indonesia due to the risk of more expensive price. Truly, customer trust is needed in solving some risk's view on product which will burden the customer. Remembering that organic vegetables are only sold in supermarket retail, a review on mediating effect of store image is conducted to improve customer trust on organic vegetables. The objects of this study are costumers of supermarket in West Java province. There are 361 respondents who have been analyzed through Structure Equation Model. The research finding states that store image can mediate the relationship of perceived quality and perceived risk for organic vegetables with an aim to improve customer trust.

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Abstract. Organic vegetables are a healthy product that is consumed and it is friendly for environment, because it does not use pesticide material. But, customer's awareness in Indonesia selects organic vegetables is still low. Those cases are happened because customer's knowledge for organic product is still low. This study is conducted on 136 customers who knows organic vegetables product at supermarket retail in Bandung City, through descriptive and verificative analysis. Research funding is known that purchase intention will improve and it is accompanied by the improvement of customer's knowledge for green awareness and trust. Besides that, the location of urban customer also gives impact on customer behaviour of organic products.

Nowadays, customer's knowledge of the environment is very important, remember that its impact on customer behavior for product consumed. So the study of customer behavior for an environmentally friendly product which is environmental knowledge and green purchase intention become research focus through the correlation study among variable. This study focuses on the retail customer which are 100 customers, where it had experience before about environmental friendly product in Bandung City, Indonesia. Through experimental study is conducted hypothesis test with simple regression analysis, with data obtained from questionnaire distribution. The research finding is stated that there is a correlation from the improvement of green purchase intention as the impact of environmental knowledge of customer for the environmentally friendly product. It needs to be known that environmental knowledge still focuses on the impact of product production on the environment, while knowledge of product characteristic has not become important attention. It explains that environmental knowledge needs become attention if it is related to the customer purchasing behavior of an environmentally friendly product.

Nowadays, it is important to review about customer behavior in environmentally friendly products that relate to green consumerism; so the aim of this study is reviewing the correlation of eco-label implementation as green product attributes on customer behavior of green awareness. There are 100 customers retail in Bandung City who become research sample, with data analysis through factor analysis, correlation, and also hypothesis test. The research result is found that customer's knowledge on eco-label of a green product is still low, and it has not cared for the originality of eco-label which spreads to the green product. It causes there is no influence of eco-label in improving customer green awareness. Eco-label does not become an important part of a customer in selecting an environmentally friendly product. So the government's and retail's role are needed in educating the customer to comprehend ecolabel on the environmentally friendly product, like understanding to a halal label. Remember that ecolabel is a symbol differs between green products and conventional products.