Journal of Economic, Finance Research and Review (JEFRR) · Research article · Open access
Understanding Green Purchase Intention in the Digital Era: Green Communication, Brand Image, And Brand Trust
Dini Safitri, Sharon Claudia Rambu Podu Diah, Olaf Tri Wilopo Simanjuntak, Muhammad Fadli
31 October 2026 · Vol. 2, Issue 10, pp. 753-760
DOI: 10.65150/EP-jefrr/V2E10/2026-07 (registration with Crossref in progress)
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What is this article about?
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.
Article at a glance
- Published
- 31 October 2026
- Volume / issue / pages
- Vol. 2, Issue 10, pp. 753-760
- ISSN
- 3051-3650 (online) · 3051-3642 (print)
- Licence
- CC BY 4.0 — free to read and reuse with attribution
- Peer review
- Double-blind, at least two independent reviewers
- Publisher
- EP Journals Group
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).
Cite this article
Dini Safitri, Sharon Claudia Rambu Podu Diah, Olaf Tri Wilopo Simanjuntak, & Muhammad Fadli (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://www.ep-journals.org/articles/understanding-green-purchase-intention-in-the-digital-era-green-communication-02dd25f7
@article{Dini2026,
title = {Understanding Green Purchase Intention in the Digital Era: Green Communication, Brand Image, And Brand Trust},
author = {Dini Safitri and Sharon Claudia Rambu Podu Diah and Olaf Tri Wilopo Simanjuntak and Muhammad Fadli},
journal = {Journal of Economic, Finance Research and Review},
year = {2026},
volume = {2},
number = {10},
pages = {753-760},
url = {https://www.ep-journals.org/articles/understanding-green-purchase-intention-in-the-digital-era-green-communication-02dd25f7}
}Questions about this article
Who wrote this article?
Dini Safitri, Sharon Claudia Rambu Podu Diah, Olaf Tri Wilopo Simanjuntak, Muhammad Fadli.
Where and when was it published?
In Journal of Economic, Finance Research and Review, Volume 2, Issue 10, pages 753-760, published by EP Journals Group on 31 October 2026.
Is this article free to read?
Yes. It is open access under a Creative Commons Attribution 4.0 (CC BY 4.0) licence, so anyone can read, share and reuse it with attribution.
What is the DOI of this article?
10.65150/EP-jefrr/V2E10/2026-07. Registration with Crossref is in progress.
How do I cite this article?
APA: Dini Safitri, Sharon Claudia Rambu Podu Diah, Olaf Tri Wilopo Simanjuntak, & Muhammad Fadli (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://www.ep-journals.org/articles/understanding-green-purchase-intention-in-the-digital-era-green-communication-02dd25f7
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