<![CDATA[This study examines the effects of green lifestyle and green brand image on green customer citizenship behavior (GCCB), with green trust as a mediating variable. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Data were collected from 200 respondents selected through purposive sampling using an online questionnaire measuring consumer perceptions of environmentally friendly products marketed through Sociolla. The results indicate that green lifestyle has no significant direct effect on GCCB and no significant indirect effect through green trust. In contrast, green brand image has significant direct and indirect effects on GCCB through green trust. The novelty of this study lies in simultaneously examining the roles of an environmentally oriented lifestyle and green brand image in explaining GCCB while testing green trust as a mediator in both relationships within the context of environmentally friendly beauty products in Indonesia. The findings suggest that perceptions of green brand image and consumer trust play important roles in encouraging voluntary supportive behavior toward green brands, whereas an environmentally oriented lifestyle does not automatically translate into such behavior. This study extends the application of the Stimulus–Organism–Response framework in green marketing research and offers practical implications for businesses seeking to strengthen their green brand image and consumer trust through transparent, credible, and consistent sustainability practices.]]>
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