Strengthening Sustainability through Green Consumer Behavior: Insights from Gen Z for Skincare Choices

Entrepreneurship Department, BINUS Business School, Bina Nusantara University, Indonesia

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Abstract

The purpose of this study aims to explore Gen Z consumers on their willingness to pay premium for green skincare products, that is affected by green advertising, corporate social responsibility, and green packaging with green brand image as a mediating variable. In response to increasingly significant environmental issues, today’s consumers, especially Gen Z, demonstrate sustainable consumption values, by aligning their product consumption values with market trends. This study used a quantitative methodology using Partial Least Squares Structural Equation Modeling (PLS-SEM) through questionnaire survey to explore Gen Z opinions and preferences with green skincare products. The result of this study shows that green advertising, corporate social responsibility (CSR) and green packaging may have limited impact to willingness to pay premium unless they are converted through green brand image.