<![CDATA[This study examines the influence of Green Brand Knowledge and Green Attitude on Purchase Intention regarding environmentally friendly skincare products, with Green Perceived Value mediating this relationship. Employing a quantitative approach, data were collected from 118 student consumers in Surabaya and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that Green Attitude and Green Perceived Value have positive and significant effects on Purchase Intention. Green Attitude also significantly influences Green Perceived Value. Although Green Brand Knowledge significantly affects Green Perceived Value, it does not directly influence Purchase Intention. Mediation analysis reveals that Green Perceived Value significantly mediates the relationship between Green Brand Knowledge and Purchase Intention, but not the relationship between Green Attitude and Purchase Intention. These findings suggest that purchase intention toward eco-friendly skincare products is primarily driven by consumers’ attitudes and perceived value, rather than knowledge alone. This study contributes to green marketing literature by clarifying the psychological mechanisms linking cognitive and affective factors in high-involvement product categories within emerging markets.]]>
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