THE EFFECT OF GREEN MARKETING ON PURCHASE INTENTION MEDIATED BY BRAND TRUST: A STUDY ON AVOSKIN AMONG GENERATION Z BANDAR LAMPUNG

ARTANTI SHIRA, DIVA ANANTA (2026) THE EFFECT OF GREEN MARKETING ON PURCHASE INTENTION MEDIATED BY BRAND TRUST: A STUDY ON AVOSKIN AMONG GENERATION Z BANDAR LAMPUNG. Fakultas Ekonomi dan Bisnis, Universitas Lampung.

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Abstract

The increasing awareness of environmental issues has encouraged companies to implement green marketing strategies to attract environmentally conscious consumers, especially Generation Z. This study aims to analyze the effect of Green Marketing on Purchase Intention with Brand Trust as a mediating variable on Avoskin consumers in Bandar Lampung. This research uses a quantitative approach with a non-probability purposive sampling technique. Data were collected through questionnaires distributed to 140 respondents who are Generation Z consumers in Bandar Lampung and are aware of Avoskin’s green marketing activities. The independent variable in this study is Green Marketing, the mediating variable is Brand Trust, and the dependent variable is Purchase Intention. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software. The results show that Green Marketing has a positive and significant effect on Brand Trust and Purchase Intention. Brand Trust also has a positive and significant effect on Purchase Intention. Furthermore, Brand Trust significantly mediates the relationship between Green Marketing and Purchase Intention. These findings indicate that Green Marketing plays an important role in building consumer trust and encouraging purchase intention. Based on descriptive analysis, the most dominant dimensions of Green Marketing are place and price, indicating that product accessibility and price–quality suitability are important factors in shaping consumer perceptions. However, some respondents still expressed neutral and negative responses, suggesting that the implementation of Green Marketing has not been fully optimized, particularly in terms of distribution accessibility, price competitiveness, product differentiation, and promotional effectiveness. Therefore, companies need to improve these aspects to strengthen Brand Trust and increase Purchase Intention. Keywords: Green Marketing, Brand Trust, Purchase Intention, Generation Z, Avoskin

Item Type: Other
Subjects: ?? 300 ??
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Divisions: Fakultas Ekonomi dan Bisnis > Prodi Manajemen
Depositing User: 2605418321 Digilib
Date Deposited: 10 Jun 2026 08:37
Last Modified: 10 Jun 2026 08:37
URI: http://digilib.unila.ac.id/id/eprint/100150

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