Green Marketing Strategies in Improving Purchasing Decisions: An Analysis of Brand Trust and Environmental Awareness Mediation as Moderation – A Conceptual Analysis

In recent years, attention to environmental issues has increased rapidly, especially among Generation Z who have higher environmental awareness than previous generations. This phenomenon encourages companies to adopt green marketing strategies as an effort to attract consumer interest. Green marketing involves a variety of activities, ranging from the promotion of environmentally friendly products, the use of recycled materials, to environmental awareness campaigns. However, even though green marketing is growing in popularity, its impact on consumers’ purchasing decisions, particularly Generation Z, still needs to be further researched. This study aims to develop a theoretical model that explains the relationship between green marketing and the purchasing decisions of Generation Z consumers using the Theory of Planned Behavior (TPB). This model emphasizes the importance of brand trust and environmental awareness as mediator and moderation variables that can influence purchasing decisions. The results of the research are expected to make a significant contribution to the development of green marketing strategies that are more effective and relevant to the preferences of Generation Z who are increasingly aware of sustainability issues.