<![CDATA[Increasing consumer awareness of environmental issues encourages companies to integrate sustainability into their marketing strategies. In the cosmetics and skincare industry, the implementation of green marketing is increasingly relevant because consumers consider not only product benefits but also brand image and the value perceived from a company’s environmental commitment. Amid intensifying competition in the facial cleansing product market, Garnier has implemented various sustainability initiatives, including the use of recycled packaging, the development of more environmentally friendly formulations, and sustainability-oriented promotional activities. This study aims to analyze the effects of green marketing on brand image, perceived value, and purchase decision, as well as the effects of brand image and perceived value on the purchase decisions of Garnier consumers in Indonesia. This study employs a quantitative approach, with data collected through questionnaires. The sample consisted of 400 respondents who used Garnier Micellar Water, selected using a non-probability sampling technique with a purposive sampling approach. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 3.0. The results indicate that green marketing has a positive and significant effect on brand image, perceived value, and purchase decision. Furthermore, brand image and perceived value also have positive and significant effects on purchase decision. These findings indicate that implementing green marketing can strengthen brand image and perceived value while simultaneously increasing consumers’ purchase decisions.]]>
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