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All Journal Petra International journal of Business Studies (IJBS)
Cleo Phoebe Audris Liandoro
Petra Christian University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Green Brand Knowledge and Green Attitude on Purchase Intention Through Green Perceived Value on Cosmetic Product Cleo Phoebe Audris Liandoro; Hotlan Siagian
Petra International Journal of Business Studies Vol. 9 No. 1 (2026): JUNE 2026
Publisher : Master of Management, School of Business and Management, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/petraijbs.9.1.1-16

Abstract

This study examines the influence of Green Brand Knowledge and Green Attitude on Purchase Intention regarding environmentally friendly skincare products, with Green Perceived Value mediating this relationship. Employing a quantitative approach, data were collected from 118 student consumers in Surabaya and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that Green Attitude and Green Perceived Value have positive and significant effects on Purchase Intention. Green Attitude also significantly influences Green Perceived Value. Although Green Brand Knowledge significantly affects Green Perceived Value, it does not directly influence Purchase Intention. Mediation analysis reveals that Green Perceived Value significantly mediates the relationship between Green Brand Knowledge and Purchase Intention, but not the relationship between Green Attitude and Purchase Intention. These findings suggest that purchase intention toward eco-friendly skincare products is primarily driven by consumers’ attitudes and perceived value, rather than knowledge alone. This study contributes to green marketing literature by clarifying the psychological mechanisms linking cognitive and affective factors in high-involvement product categories within emerging markets.
Co-Authors Hotlan Siagian