International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Role of Green Advertising as a Sustainable Marketing Strategy in Building Green Purchase Intention of Generation Z Consumers at Avoskin

Author(s) Ms. Treshya Setya Maharani, Mr. Arry Widodo, Ms. Nurafni Rubiyanti
Country Indonesia
Abstract Indonesia faces mounting environmental challenges, notably the rapid increase of plastic waste from cosmetic products and the resulting ecological damage. Although many studies have examined green marketing, the effects of green advertising, green trust, and attitude on green purchase intention remain under‑explored, especially among Generation Z consumers who show a high concern for sustainability. This research therefore fills the gap by investigating how green advertising influences green purchase intention for Avoskin’s Gen Z market, with green trust and attitude as mediators.
The sample used in this study were Gen Z consumers who had purchased and used Avoskin cosmetic products in Indonesia, with a total sample size of 384 respondents. This study employed quantitative research, collecting data using non-probability sampling with a purposive sampling technique and processing using SmartPLS software version 4.0.
The results indicate that green advertising has a positive and significant effect on green trust, attitude, and green purchase intention. Green trust, in turn, has a strong positive effect on attitude and green purchase intentions, while attitude also significantly drives green purchase intention. Mediation analysis confirmed that the influence of green advertising on green purchase intention is partially transmitted through green trust and attitude. These findings highlight that green advertising builds consumer trust and positive attitudes, which together strengthen the intention to purchase green cosmetics among Gen Z.
Keywords Green Advertising, Green Trust, Attitude, Green Purchase Intention
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-31
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.65157
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