<![CDATA[This study aimed to examine the effect of Electronic Word of Mouth (e-WOM) on purchasing decisions for eco-friendly products in Pontianak City, with brand trust as a mediating variable. A quantitative, survey-based approach was employed, involving 105 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. The results indicated that e-WOM had a significant positive effect on brand trust, and brand trust had a significant positive effect on purchasing decisions. Mediation analysis using Variance Accounted For (VAF) and the Sobel test, with bootstrapping, confirmed that brand trust fully mediated the relationship between e-WOM and purchasing decisions. These findings suggest that in sustainable consumption, e-WOM alone is insufficient to drive purchasing behavior; it must first cultivate consumer trust in the brand. Practically, eco-friendly product companies are advised to leverage authentic user-generated content on digital platforms to strengthen brand credibility and ultimately encourage green purchasing behavior among consumers in Pontianak. Further research is recommended to include additional variables and to employ a longitudinal approach or a mixed-methods design to gain a more comprehensive understanding of sustainable consumption behavior]]>
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