The Influence of Environmental Knowledge and Environmental Concern on Purchase Intention of Green Personal Care Products, Mediated by Green Trust Among Generation Z in Bali

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Quantitative analysis reveals how environmental knowledge and concern affect green trust and purchase intentions among Generation Z in Bali.

Environmental knowledge positively influences green trust, enhancing purchase intention for eco-friendly products.
Environmental concern significantly impacts green trust, contributing to the motivation to purchase green personal care items.
Green trust mediates the relationship between environmental knowledge, concern, and the intention to buy sustainable products.
Young consumers' awareness of sustainability highlights the need for transparency and ethical marketing for eco-friendly brands.

Swahastuti et al. (2025) studied this question.

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Quantitative analysis reveals how environmental knowledge and concern affect green trust and purchase intentions among Generation Z in Bali.