Understanding Green Purchase Intention in the Digital Era: Green Communication, Brand Image, And Brand Trust
DOI:
https://doi.org/10.65150/EP-jefrr/V2E10/2026-07Keywords:
Digital Green Communication, Green Brand Image, Green Brand Trust, Green Purchase Intention, Stimulus-Organism-Response (SOR).Abstract
This study aims to examine the impact of Digital Green Communication (DGC) on Green Purchase Intention (GPI) through the mediating roles of Green Brand Image (GBI) and Green Brand Trust (GBT) among Generation Z consumers in the Indonesian green beauty product industry. Based on the Stimulus-Organism-Response (SOR) theory, DGC is conceptualized as an integrated organizational capability, rather than just a tactical promotional message. Primary data was collected through an online survey conducted between May and October 2026, using purposive sampling on 164 Generation Z respondents. Structural equation modeling (PLS-SEM) was used to test the proposed model. The empirical analysis revealed that DGC had a positive and significant impact on GBI (β = 0.83; p < 0.00), which in turn increased GBT (β = 0.85; p < 0.00), and directly influenced GPI (β = 0.81; p < 0.00). This structural model demonstrates a strong explanatory power, with R-squared values of 0.70 for GBI, 0.72 for GBT, and 0.66 for GPI. Theoretically, this research expands the literature on sustainability by positioning digital green communication as an organizational capability within the SOR framework. Practically, cosmetic companies are advised to manage sustainability communication transparently, consistently, and authentically in order to build trust and encourage the purchase of environmentally friendly products.
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Copyright (c) 2026 Dini Safitri, Sharon Claudia Rambu Podu Diah, Olaf Tri Wilopo Simanjuntak, Muhammad Fadli (Author)
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