DRIVING SUSTAINABLE CONSUMPTION: THE ROLE OF GREEN MARKETING AND BRAND AWARENESS IN SHAPING GEN Z CONSUMERS’ PURCHASE INTENTION

Abstract

Purchase intention toward eco-friendly cosmetics is increasingly influenced by sustainability-driven marketing strategies and consumer awareness. However, limited empirical studies have examined their combined effects on Generation Z consumers. This study explores the impact of green marketing and brand awareness on purchase intention in the eco-friendly cosmetics sector. A quantitative approach was employed, collecting data from 100 Gen Z respondents who had previously purchased eco-friendly cosmetic products through structured questionnaires. Descriptive statistics reveal that respondents hold moderately to highly positive perceptions of green marketing, brand awareness, and purchase intention. Classical assumption tests including normality, heteroscedasticity, and multicollinearity confirmed that the data were appropriate for multiple linear regression analysis. The results show that green marketing (β = 0.542, p < 0.001) and brand awareness (β = 0.450, p < 0.001) significantly and positively influence purchase intention. The coefficient of determination (R² = 0.497) indicates that these variables together explain nearly half of the variance in purchase intention, while the F-test further validates their joint significance (p < 0.001). In conclusion, the findings underscore that strengthening green marketing practices and enhancing brand awareness are critical strategies for encouraging purchase intention toward eco-friendly cosmetics among Generation Z consumers.