<![CDATA[ABSTRACT The cosmetics industry is experiencing rapid growth in Indonesia, driven by increasing demand for both national and international products. Environmental concerns, such as global warming, have prompted a shift in consumer behavior, with a focus on protecting the environment for future generations, particularly Gen Y and Gen Z. This research explores how Lifestyle of Health and Sustainability (LOHAS) Consumption Tendency influences Green Attitude and Consumer Trust, impacting Purchase Intention among Gen Y and Gen Z. The study employs a research framework based on multiple factor theory and SOR theory, analyzing the relationships between LOHAS Consumption Tendency, Consumer Trust, Green Attitude, and Purchase Intention. A non-probability purposive sampling technique involved 112 respondents aged 17 to 42, using cosmetic products for at least one year. Quantitative and structural analysis, facilitated by Structural Equation Modeling (SEM) and AMOS 24, revealed positive and significant impacts. LOHAS Consumption Tendency positively influences Consumer Trust and Green Attitude, with Consumer Trust further influencing Green Attitude. Both Consumer Trust and Green Attitude contribute to increased Purchase Intention for sustainable beauty products. Mediation effects of Consumer Trust and Green Attitude on LOHAS Consumption Tendency were also observed. These findings support the hypotheses and provide management implications for the beauty industry to consider when developing or transitioning to eco-friendly beauty products in the future.]]>
