September 10, 2025Journal of Islamic Economics LaribaOpen Access

Green cosmetics and Gen Z in Kudus, Indonesia: What drives eco-friendly purchases in a small city?‎

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Authors

SNSufiana NoorBandung Islamic University MMMira Meilia MarkaMuria Kudus University YBYasmin Mutiara Bintang

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Implication

Quantitative analysis reveals green brand image and green trust influence eco-friendly purchase intention in Gen Z, indicating marketing strategies need to adapt.

Key Points

Green brand image and green perceived quality significantly influence purchase intention among Generation Z.
The model explains 46.5% of the variance in purchase intentions, highlighting factors like authenticity and ethical branding.
Data were collected through an online questionnaire from 105 respondents in Kudus aged 13–28 years.
Building green trust through transparent marketing can encourage sustainable buying behavior in eco-conscious consumers.

Cite This Study

Noor et al. (2025) studied this question.

synapsesocial.com/papers/68c2416eb210217d6479ee53 https://doi.org/10.20885/jielariba.vol11.iss1.art7

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Implication

Quantitative analysis reveals green brand image and green trust influence eco-friendly purchase intention in Gen Z, indicating marketing strategies need to adapt.

Green cosmetics and Gen Z in Kudus, Indonesia: What drives eco-friendly purchases in a small city?‎

Discussion

Member takes

Implication

Key Points

Cite This Study

Green cosmetics and Gen Z in Kudus, Indonesia: What drives eco-friendly purchases in a small city?‎

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider