<![CDATA[Abstract. This research is motivated by the phenomenon of the global environmental crisis and high consumption of packaged liquid milk, which leads to increased packaging waste, thereby demanding green communication on product packaging to address information asymmetry and greenwashing skepticism among Generation Z. The objects of this study are Eco-label, Perceived Eco-friendly Brand, and Green Purchase Intention on Ultra Milk products. The purpose of this study is to determine the effect of Eco-label on Green Purchase Intention through Perceived Eco-friendly Brand. The data used in this study is primary data. The population used is Generation Z consumers in Bandung City who have consumed Ultra Milk. The sampling method used purposive sampling and obtained a sample of 100 respondents. This study uses a quantitative method with descriptive and verificative approaches. The analysis techniques used are path analysis and the Sobel Test. The results showed that Eco-label, Perceived Eco-friendly Brand, and Green Purchase Intention are in the good category. Partially, Eco-label affects Perceived Eco-friendly Brand, Perceived Eco-friendly Brand affects Green Purchase Intention, and Eco-label does not directly affect Green Purchase Intention. Meanwhile, Perceived Eco-friendly Brand is proven to fully mediate the effect of Eco-label on Green Purchase Intention. Abstrak. Penelitian ini dilatarbelakangi oleh fenomena maraknya krisis lingkungan global dan tingginya tingkat konsumsi susu cair kemasan yang berdampak pada peningkatan sampah kemasan, sehingga menuntut pentingnya komunikasi hijau pada kemasan produk untuk mengatasi kesenjangan informasi serta skeptisisme greenwashing di kalangan Generasi Z. Objek dalam penelitian ini adalah Eco-label, Perceived Eco-friendly Brand, dan Green Purchase Intention pada produk susu Ultra Milk. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Eco-label terhadap Green Purchase Intention melalui Perceived Eco-friendly Brand. Data yang digunakan dalam penelitian ini adalah data primer. Populasi yang digunakan yaitu konsumen Generasi Z di Kota Bandung yang pernah mengonsumsi susu Ultra Milk. Metode pengambilan sampel menggunakan purposive sampling dan diperoleh sampel sebanyak 100 responden. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Teknik analisis yang digunakan adalah analisis jalur (path analysis) dan Sobel Test. Hasil penelitian menunjukkan bahwa Eco-label, Perceived Eco-friendly Brand, dan Green Purchase Intention berada dalam kategori baik. Secara parsial, Eco-label berpengaruh terhadap Perceived Eco-friendly Brand, Perceived Eco-friendly Brand berpengaruh terhadap Green Purchase Intention, dan Eco-label tidak berpengaruh secara langsung terhadap Green Purchase Intention. Sementara itu, Perceived Eco-friendly Brand terbukti memediasi secara penuh pengaruh Eco-label terhadap Green Purchase Intention.]]>
