Unpacking Consumer Behavioral Intentions in Sustainable Cosmetics: The Role of Green Brand Love and Trust

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Quantitative analysis shows green motivation drives behavioral intentions in indonesia, suggesting brand trust enhances eco-friendly purchases.

Green motivation significantly influences behavioral intentions toward eco-friendly cosmetics, improving purchase likelihood.
Analysis of data from 262 Indonesian consumers indicates emotional attachment and trust in green brands are key mediators.
Structural Equation Modeling reveals the relationships between green motivation, brand love, and trust in sustainable cosmetics.
Fostering authentic sustainability practices may enhance consumer loyalty in indonesia's growing green cosmetics market.

Putri et al. (2025) studied this question.

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Quantitative analysis shows green motivation drives behavioral intentions in indonesia, suggesting brand trust enhances eco-friendly purchases.