<![CDATA[Purpose – This study aims to examine the influence of green brand image and green brand trust on the purchase intention of Generation Z consumers toward Le Minerale bottled water in Malang City. Design/methodology/approach – This study adopts a quantitative explanatory research design. Data were collected through questionnaires distributed to 170 Generation Z respondents in Malang City selected using a probability sampling method with a simple random sampling technique. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Findings – The results indicate that both green brand image and green brand trust have positive and significant effects on purchase intention. A stronger environmentally friendly brand image enhances consumers’ intention to purchase Le Minerale products, while greater trust in the brand’s environmental commitment also increases purchase intention. These findings highlight the importance of sustainable branding in shaping environmentally conscious consumer behavior. Originality/value – This study contributes to green marketing literature by examining the combined roles of green brand image and green brand trust in influencing purchase intention among Generation Z consumers. The findings provide practical implications for companies in strengthening sustainable branding strategies to build consumer trust and encourage environmentally responsible purchasing behavior.]]>
Copyrights © 2025
