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.

This study aims to determine and analyze the influence of Environmental Concern, Environmental Knowledge, and Perceived Value on Purchase Intention. This is a survey research with the data collection tool used as a questionnaire. The population of this study is the potential consumers of green products in social commerce Instagram. The data sources in this study are primary data from 110 respondents using purposive sampling. The criteria for respondents in this research are potential consumers who are active on social commerce Instagram, potential consumers who intend to buy green products on social commerce Instagram, and potential consumers who know about green products. This research is done with a multiple linear regression method. The study results conclude that: i) Environmental awareness, environmental knowledge, and perceived value have a significant effect on purchase intention, ii) Environmental awareness has a positive and significant influence on purchase intention, and iii) Environmental knowledge has a positive and significant influence. On purchase intention, iv) Perceived value positively and significantly affects purchase intention.