The Role of Green CSR Activities, Business Ethics and Perceived Quality of Life in Enhancing Customers Trust and Loyalty from the Perspectives of Indonesian Youth: Building the Research Instrument

This paper will focus on the development of the qustionnaire that will be used to investigate the relationship between Green Corporate Social Responsibilities (green CSR) activities, Corporate Reputation, Business Ethics, Trust, Perceived Quality of Life, and Customer Loyalty, from the perspectives of people aged 19-35 years old. This research is the second part of the same research conducted in 2013. The difference will be in the indicators used for Business Ethics variable, the companies serve as the objects of the research, the locations, and the respondents’ criteria. Indicators for Business Ethics variable will be developed from literature reviews and focus group discussions. This paper will focus on the process of building a reliable and valid instrument for Business Ethics variable.