THE INFLUENCE OF GREEN AWARENESS, GREEN PACKAGING, AND GREEN TRUST ON GREEN PURCHASE INTENTION TOWARD THE BODY SHOP: A STUDY ON GENERATION Z IN WEST JAKARTA

Authors

  • Farsya Azka Putri Mercu Buana University, Indonesia
  • Adi Nurmahdi Mercu Buana University, Indonesia

Abstract

This study aimed to analyze the influence of green awareness, green packaging, and green trust on green purchase intention toward The Body Shop products among Generation Z in West Jakarta. Environmental issues and the increasing level of consumer awareness regarding sustainability have encouraged companies to adopt environmentally friendly business practices. However, the gap between environmental awareness and actual purchasing behavior remains a significant concern. This research applied a quantitative approach using a survey method. Data were collected through questionnaires distributed to Generation Z consumers in West Jakarta who were familiar with The Body Shop products. The sampling technique used was purposive sampling, and the total sample consisted of 100 respondents. The collected data were analyzed using the Partial Least Squares (PLS) method to evaluate both the measurement and structural models. The findings indicated that green awareness had a positive and significant influence on green purchase intention. Green packaging also showed a positive and significant effect on green purchase intention. Furthermore, green trust was found to positively and significantly influence green purchase intention. These results demonstrate that consumer awareness of environmental issues, environmentally friendly packaging, and trust in green claims play important roles in encouraging sustainable purchasing intentions among Generation Z consumers.

Keywords: green awareness; green packaging; green trust; green purchase intention; the body shop

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Published

2026-09-04

How to Cite

Putri, F. A., & Nurmahdi, A. (2026). THE INFLUENCE OF GREEN AWARENESS, GREEN PACKAGING, AND GREEN TRUST ON GREEN PURCHASE INTENTION TOWARD THE BODY SHOP: A STUDY ON GENERATION Z IN WEST JAKARTA. International Humanities and Applied Science Journal, 9(2), 180–191. Retrieved from https://publikasi.mercubuana.ac.id/index.php/ihasj/article/view/38525

Issue

Vol. 9 No. 2 (2026): IHASJ VOLUME 9, ISSUE 2, 2026

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