<![CDATA[Sustainable consumption has entered the mainstream, yet consumers' environmental concern frequently fails to translate into the intention to buy green products, particularly when widespread greenwashing erodes the credibility of brands' environmental claims. This study examines the effect of green marketing on green brand image and green purchase intention, and tests the mediating role of green brand image in that relationship. A quantitative approach was employed using a cross-sectional survey of 200 Generation Z respondents in Yogyakarta, selected through purposive sampling with the criterion of holding an intention to purchase environmentally friendly products. Data were collected through a closed-ended five-point Likert questionnaire and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that green marketing has a positive and significant effect on green brand image and on green purchase intention. Green brand image positively and significantly affects green purchase intention and partially mediates the relationship between green marketing and green purchase intention. The model explains 60.8% of the variance in green brand image and 54.5% of the variance in green purchase intention. These findings extend Stimulus-Organism-Response Theory by positioning green marketing as the stimulus, green brand image as the organism, and green purchase intention as the response, while showing that the effectiveness of green marketing depends on the formation of perceived environmental credibility. Practically, firms should anchor green communication in verifiable evidence so that green brand image can be built and Generation Z's scepticism can be reduced.]]>
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