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All Journal Jurnal Pendidikan Ilmu Sosial Lectura : Jurnal Pendidikan JURNAL MANAJEMEN BISNIS Jurnal Ilmiah Edunomika (JIE) Ilomata International Journal of Management Jurnal Akademi Akuntansi (JAA) Buletin KKN Pendidikan Jurnal Pengabdian kepada Masyarakat Nusantara Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Didaktika: Jurnal Kependidikan Ilomata International Journal of Management Ilomata International Journal of Social Science Proceeding ISETH (International Summit on Science, Technology, and Humanity) J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) SCHOULID: Indonesian Journal of School Counseling Conference Proceedings International Conference on Education Innovation and Social Science
Tri Nur Wahyudi
Universitas Muhammadiyah Surakarta
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Social Sciences Other

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The Influence of Green Product Knowledge, Consumer Attitude, Consumer Trust on The Decision to Purchase Environmentally Friendly Products Dewi, Tirta Surya; Wahyudi, Tri Nur
Ilomata International Journal of Social Science Vol. 7 No. 1 (2026): January 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i1.2033

Abstract

Environmental concern increasingly influences consumer choices for personal care products, yet a gap persists between green awareness and real purchasing behavior, especially among Generation Z. This explanatory quantitative study investigates the determinants of green purchase decisions for mercury-free, Centella asiatica–based natural skincare products among Generation Z students in Solo Raya. Using an integrated framework that combines the Theory of Planned Behavior and the Green Trust Model, the study tests whether both models function complementarily in explaining the roles of knowledge, attitudes, and trust in shaping consumer decisions. Data were obtained through an online five-point Likert survey (n = 125, purposive sampling) and analyzed using PLS-SEM (SmartPLS 3.3.2). Findings indicate that Green Product Knowledge has a significant negative effect on purchase intention (β = −0.376), suggesting that greater knowledge may heighten skepticism toward product claims or perceived complexity. Conversely, consumer attitude and consumer trust show positive and significant influences on purchase decisions, with attitude identified as the strongest predictor. This study offers novelty by focusing on the socio-culturally diverse Solo Raya region and by empirically integrating TPB and Green Trust constructs, demonstrating their complementary predictive capability. Theoretically, the results refine assumptions that knowledge automatically increases green buying behavior; practically, they suggest that natural skincare brands should balance factual education with persuasive communication that simplifies product understanding and strengthens brand credibility.
Co-Authors Aisyah, Dhanis Resty Amany, Ahmad Asad Anggorowati, Luki Sri Anggun Mutiara Utami Ashari, Femilia Anggun Asmawan, Moh. Chairil Azizah, Faritsa Syifa Dedy Prasetyo Dewi, Tirta Surya Dhany Efita Sari Dzikra, Noor Syahidah Mutiara Elita, Via fadhilah, risma Faritsa Syifa Azizah Fatikha, Tia Aulia Ferdinan, Martino Gistiani, Twine Levia Habil Azhar Hendawan Harsono, H Hartanti, Adelita Putri Hasana, Ummi Uswatun Henri Dwi Wahyudi Ika Candra Sayekti Imronudin Intan Putri Rahmania Joko Suwandi Kusumawati, Indah Listi Septiana Avita Putri M. Farid Wajdi, M. Farid M. Sholahuddin Mohammad Chairil Asmawan Muhammad Amir Anshori Muhammad Fahmi Johan Syah Mustofa, Rochman Hadi Nafisah, Atha Nudhar Nur Ahmad Prasetyo, Adnan Dwi Prasetyo, Bowo Putra, Kristyawan Wihayanto Putri Mariyanti Putri, Aqirino Rani Putri, Listi Septiana Avita Rahmania, Intan Putri Rahmawati, Rahmawati Rika Anggraini Rinawati Rinawati Risma Fadhilah Sabar Narimo Santhyami Santhyami Saputro, Kurniawan Ari Selly Rachmawati Septi Setianingrum Setianingrum, Septi Silmi, Vinna Idamatus Sri Padmantyo Suranto Suranto Suranto Suranto Surya Jatmika Titik Ulfatun Wahyuningrum, Nahda Wardana, Zaid Ali Yovi Annang Setiyawan Yuningsih, Yuni