Explore publications.

This study investigates the structural impact of greenwashing perceptions on green purchase intentions through the dual mediating mechanisms of green skepticism and green confusion within the local skincare brand context in Indonesia. Grounded in the Stimulus–Organism–Response (S-O-R) framework, a quantitative research design was executed using Partial Least Squares Structural Equation Modeling (PLS-SEM) on a purposive sample of 105 Generation Z consumers in Sleman Regency, Special Region of Yogyakarta. The findings demonstrate that greenwashing perceptions directly suppress green purchase intention (β=−0.460,p=0.014) while significantly driving both green skepticism (β=0.660,p=0.005) and green confusion (β=0.741,p<0.001). Furthermore, green skepticism (β=−0.244,p<0.001) and green confusion (β=−0.252,p<0.001) exert negative effects on green purchase intention. Specific indirect effect testing confirms that both green skepticism (VAF=25.9%) and green confusion (VAF=28.9%) function as partial complementary mediators. This study advances sustainable business ecosystem strategy by illustrating how deceptive environmental communications trigger parallel psychological barriers that diminish consumer engagement. Managerial recommendations prioritize transparent sustainability disclosures, verifiable third-party eco-certifications, and educational branding to build long-term stakeholder trust.