Framework for Green Purchase Intention Based on Brand and Trust

The global cosmetics industry is shifting towards environmentally friendly products, driven by growing public awareness of the environmental and health impacts of conventional cosmetics. This trend is also evident in Indonesia’s local eco-friendly cosmetics sector. This study aims to explore consumers’ purchase intentions toward these products and identify the factors influencing such intentions. The research proposes a conceptual framework examining the roles of Green Brand Positioning (GBP), Green Customer Value (GCV), Attitudes Towards Green Brands (ATGB), and Green Trust (GT). It suggests that GBP and GCV directly influence purchase intentions, both directly and indirectly through their effects on ATGB. Additionally, GT is proposed to mediate the correlations between GBP, GCV, and purchase intentions. Data collection is ongoing, with a sample of approximately 350 respondents from diverse regions in Indonesia. Descriptive analysis, validity and reliability tests, exploratory factor analysis, and multiple regression will be conducted upon data completion. The anticipated results are expected to confirm the proposed relationships within the framework, offering valuable insights into the role of green brand positioning and consumer trust in shaping purchase intentions. This study’s findings could assist Indonesian eco-friendly cosmetics companies in refining marketing strategies, focusing on consumer value propositions, trust-building, and effective brand positioning. Future research could explore factors such as price sensitivity and brand image, validate the framework through empirical testing, and examine the influence of social media in shaping consumer viewpoints of green brands.