Framework for Green Purchase Intention Based on Brand and Trust

DOI

10.2991/978-94-6463-817-2_10How to use a DOI?

Keywords

Green Brand Positioning; Green Customer Value; Attitude Toward Green Brand; Green Trust; Green Purchase Intention; Eco-Friendly Cosmetics

Abstract

The global cosmetics industry is shifting towards environmentally friendly products, driven by growing public awareness of the environmental and health impacts of conventional cosmetics. This trend is also evident in Indonesia’s local eco-friendly cosmetics sector. This study aims to explore consumers’ purchase intentions toward these products and identify the factors influencing such intentions. The research proposes a conceptual framework examining the roles of Green Brand Positioning (GBP), Green Customer Value (GCV), Attitudes Towards Green Brands (ATGB), and Green Trust (GT). It suggests that GBP and GCV directly influence purchase intentions, both directly and indirectly through their effects on ATGB. Additionally, GT is proposed to mediate the correlations between GBP, GCV, and purchase intentions. Data collection is ongoing, with a sample of approximately 350 respondents from diverse regions in Indonesia. Descriptive analysis, validity and reliability tests, exploratory factor analysis, and multiple regression will be conducted upon data completion. The anticipated results are expected to confirm the proposed relationships within the framework, offering valuable insights into the role of green brand positioning and consumer trust in shaping purchase intentions. This study’s findings could assist Indonesian eco-friendly cosmetics companies in refining marketing strategies, focusing on consumer value propositions, trust-building, and effective brand positioning. Future research could explore factors such as price sensitivity and brand image, validate the framework through empirical testing, and examine the influence of social media in shaping consumer viewpoints of green brands.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rennyta Yusiana
AU  - Ratih Hurriyati
AU  - Bambang Widjadjanta
PY  - 2025
DA  - 2025/09/12
TI  - Framework for Green Purchase Intention Based on Brand and Trust
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 77
EP  - 85
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_10
DO  - 10.2991/978-94-6463-817-2_10
ID  - Yusiana2025
ER  -