<![CDATA[Growing environmental awareness has influenced consumers to consider sustainability-related attributes when purchasing skincare products. This study investigates the effects of green product, eco-friendly packaging, and green advertising on the purchase decision of Garnier skincare among Generation Z in the Banten area. A quantitative approach with a cross-sectional survey design was employed. Data were obtained from 160 Generation Z respondents who knew and had used Garnier skincare and were selected through purposive sampling. Responses were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that the measurement model meets the required validity and reliability criteria. The structural model shows an R-square value of 0.490 and a Q²predict value of 0.458. Green product, eco-friendly packaging, and green advertising have positive and significant relationships with purchase decisions, with path coefficients of 0.385, 0.301, and 0.501, respectively, and p-values of 0.000. The findings provide empirical evidence regarding the relevance of green marketing dimensions in understanding Generation Z's purchase decisions for Garnier skincare.]]>
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