Journal of Economic, Finance Research and Review (JEFRR)

Understanding Green Purchase Intention in the Digital Era: Green Communication, Brand Image, And Brand Trust

Safitri, Dini, Diah, Sharon Claudia Rambu Podu, Simanjuntak, Olaf Tri Wilopo, Fadli, Muhammad

31 October 2026 · Vol. 2, Issue 10, pp. 753-760

DOI: 10.65150/EP-jefrr/V2E10/2026-07

Abstract

This study aims to examine the impact of Digital Green Communication (DGC) on Green Purchase Intention (GPI) through the mediating roles of Green Brand Image (GBI) and Green Brand Trust (GBT) among Generation Z consumers in the Indonesian green beauty product industry. Based on the Stimulus-Organism-Response (SOR) theory, DGC is conceptualized as an integrated organizational capability, rather than just a tactical promotional message. Primary data was collected through an online survey conducted between May and October 2026, using purposive sampling on 164 Generation Z respondents. Structural equation modeling (PLS-SEM) was used to test the proposed model. The empirical analysis revealed that DGC had a positive and significant impact on GBI (β = 0.83; p < 0.00), which in turn increased GBT (β = 0.85; p < 0.00), and directly influenced GPI (β = 0.81; p < 0.00). This structural model demonstrates a strong explanatory power, with R-squared values of 0.70 for GBI, 0.72 for GBT, and 0.66 for GPI. Theoretically, this research expands the literature on sustainability by positioning digital green communication as an organizational capability within the SOR framework. Practically, cosmetic companies are advised to manage sustainability communication transparently, consistently, and authentically in order to build trust and encourage the purchase of environmentally friendly products.

Keywords: Digital Green Communication, Green Brand Image, Green Brand Trust, Green Purchase Intention, Stimulus-Organism-Response (SOR).

Read the full text on Journal of Economic, Finance Research and Review →The full peer-reviewed article and PDF are hosted on the journal's site (the version of record).

Safitri, Dini, Diah, Sharon Claudia Rambu Podu, Simanjuntak, Olaf Tri Wilopo, Fadli, & Muhammad (2026). Understanding Green Purchase Intention in the Digital Era: Green Communication, Brand Image, And Brand Trust. Journal of Economic, Finance Research and Review, 2(10), 753-760. https://doi.org/10.65150/EP-jefrr/V2E10/2026-07

@article{Safitri2026,
  title   = {Understanding Green Purchase Intention in the Digital Era: Green Communication, Brand Image, And Brand Trust},
  author  = {Safitri and Dini and Diah and Sharon Claudia Rambu Podu and Simanjuntak and Olaf Tri Wilopo and Fadli and Muhammad},
  journal = {Journal of Economic, Finance Research and Review},
  year    = {2026},
  volume  = {2},
  number  = {10},
  pages   = {753-760},
  doi     = {10.65150/EP-jefrr/V2E10/2026-07},
  url     = {https://doi.org/10.65150/EP-jefrr/V2E10/2026-07}
}

← Back to all articles