How Sustainability Marketing, Brand Image, and Environmental Awareness Drive Generation Z's Beauty Purchase Decisions

Andi Wiliam

doi:10.58777/rbm.v4i2.673

Authors

Andi Wiliam Department of Management, Faculty of Economics and Social Sciences, Bakrie University, Jakarta

DOI:

https://doi.org/10.58777/rbm.v4i2.673

Keywords:

Green Marketing, Brand Image, Environmental Awareness, Purchase Decision, Generation Z, Sustainability Marketing

Abstract

This study examines how green marketing, brand image, and environmental awareness influence Generation Z’s purchase decisions for The Body Shop in the Jabodetabek region. It is motivated by younger consumers’ growing concern for environmental issues and interest in sustainable beauty brands. Using a quantitative causal design and purposive sampling, data were collected through an online survey from [N respondents] aged 17–27 who live in Jabodetabek, have purchased or used The Body Shop products, and are aware of its sustainability initiatives. The questionnaire used a five-point Likert scale, and the data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings show that green marketing, brand image, and environmental awareness each have a positive and significant effect on purchase decisions. Brand image has the strongest influence, followed by green marketing and environmental awareness. These results suggest that Gen Z consumers consider both sustainability concerns and their perceptions of a brand when making purchases. Companies should undertake genuine environmental initiatives, maintain a sustainability-oriented brand image, and communicate their sustainability efforts clearly to engage environmentally conscious young consumers.

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