Antecedents of Green Purchase Intention and the Role of Green Trust as a Mediating Variable: A Study on Beauty Products

Abstract

Purpose – This research aims to determine the relationship between green marketing and packaging on purchase intention, with the role of trust as a mediating variable. Methodology – Data were collected through self-administered questionnaires and online surveys, obtaining responses from 150 participants. PLS-SEM (Partial Least Squares-Structural Equation Modeling) method with SmartPLS Version 3.0 was used to develop the research model and evaluate the hypothesis. Results – This research showed that green marketing, packaging, and trust significantly influence purchase intention for beauty products. In the context of this relationship, green trust played an important mediating role. Originality – This research enriched the literature by showing the influence of green marketing on purchase intention through the formation of trust as a key element. Sustainability consumption theory states that consumer trust in the authenticity and consistency of products is an important foundation for driving sustainable green purchase intention.