Rennyta Yusiana

Type of the article: Research Article

Abstract
Despite increasing environmental awareness, many Generation Z consumers fail to translate pro-environmental attitudes into actual purchasing behavior, creating a persistent green gap in the cosmetics market. This study examines how Green Brand Positioning (GBP) and Green Perceived Value (GPV) influence Green Purchase Intention (GPI) through Attitude Toward Green Brand (ATGB), as well as the moderating role of Green Trust (GT). A quantitative cross-sectional survey was conducted among 384 Indonesian Generation Z consumers who had purchased green cosmetic products within the previous six months. Data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that both GBP and GPV exert a significant positive influence on ATGB, with GBP proving to be the most influential driver. Attitude toward green brand is the strongest predictor of green purchase intention and significantly mediates the effects of green brand positioning and green perceived value on purchase intention. Although green trust does not directly influence purchase intention, it strengthens the relationship between green perceived value and purchase intention. The results underscore the critical role of positive brand evaluations in bridging the gap between sustainability perceptions and purchase intentions. The study provides practical implications for green cosmetic companies by emphasizing credible environmental positioning, meaningful value communication, and trustworthy sustainability practices.

Acknowledgment
This research was supported by the Indonesian Education Scholarship (Beasiswa Pendidikan Indonesia), the Centre for Higher Education Funding and Assessment (Pusat Pembiayaan dan Asesmen Pendidikan Tinggi/PPAPT), the Indonesia Rise Scholarship (Beasiswa Indonesia Bangkit) of the Ministry of Religious Affairs of the Republic of Indonesia, the Indonesian Endowment Fund for Education (Lembaga Pengelola Dana Pendidikan), and the Ministry of Higher Education, Science and Technology (Kementerian Pendidikan Tinggi, Sains dan Teknologi/Kemdiktisaintek) under Grant numbers 02430/BPPT/BPI.06/9/2023, B-3879.11/Dt.I.III/PP.04/08/2023, and 0042/BPPT/BPI.06/9/2023. The authors also acknowledge Universitas Pendidikan Indonesia for academic guidance and Telkom University for institutional support.