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GREEN PACKAGING AND BRANDING IMPACT ON GREEN PURCHASE INTENTION WITH GREEN BRAND IMAGE AS MEDIATOR: STUDY AT LOVE BEAUTY AND PLANET ON GEN Z IN WEST JAVA

English

Journal of Business Studies and Management Review · Vol. 8 No. 2 (2025) · pp. 139–147

DOI
10.22437/jbsmr.v8i2.29555
ISSN
2597-6265, 2597-369X
Published
2025-06-30
Publisher
Management Department, Faculty of Economics and Business, Universitas Jambi
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

English

In the present era, there has been a widespread global adoption of environmental consciousness, leading to a swift transformation in people's actions and attitudes. Observing this occurrence, companies are starting to adjust and incorporate environmental considerations into account by creating and producing environmentally sustainable products or services. One of the ways of contributing is by providing sustainable packaging options for their products. This article aims to examine the influence of green packaging and branding on the intention of Generation Z consumers in West Java to purchase Love Beauty and Planet items that are environmentally friendly. A digital survey was undertaken to gather data from 255 individuals. Subsequently, the questionnaire data was analyzed using Structural Equation Modelling (SEM) employing the Partial Least Squares (PLS) technique through SmartPLS 4. In the end, this study found that Gen Z in West Java sees green packaging and branding as a significant direct force towards green purchase invention. This study also found that green brand image is an important factor in driving green purchase intention. However, this study concentrates on a particular brand and customer profile. Therefore, future research can investigate different brands or specialized markets as the primary subject.

Indonesian

Di era sekarang, kesadaran lingkungan telah diadopsi secara global yang mengarah pada transformasi cepat dalam tindakan dan sikap masyarakat. Melihat kejadian ini, perusahaan mulai menyesuaikan dan mempertimbangkan aspek lingkungan dengan menciptakan dan memproduksi produk atau jasa yang ramah lingkungan. Salah satu cara perusahaan berkontribusi adalah dengan memberikan pilihan kemasan berkelanjutan pada produknya. Artikel ini bertujuan untuk mengkaji pengaruh green packaging and branding terhadap niat konsumen Generasi Z di Jawa Barat untuk membeli produk Love Beauty and Planet yang ramah lingkungan. Survei digital dilakukan untuk mengumpulkan data dari 255 orang. Selanjutnya data kuesioner dianalisis menggunakan Structural Equation Modeling (SEM) dengan teknik Partial Least Squares (PLS) melalui SmartPLS 4. Penelitian ini menemukan bahwa Gen Z di Jawa Barat melihat green packaging and branding sebagai dorongan langsung signifikan terhadap green purchase intention. Studi ini juga menemukan bahwa green brand image merupakan faktor penting dalam mendorong green purchase intention. Namun, penelitian ini berkonsentrasi pada merek dan profil pelanggan tertentu. Oleh karena itu, penelitian di masa depan dapat menyelidiki berbagai merek atau pasar khusus lainnya sebagai subjek utama.

Keywords

Collaboration network of the authors

13 authors · 18 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Gunadarma University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Yeni NuraeniGunadarma University1
Ashur HarmadiGunadarma University1
Sugiharti BinastutiGunadarma University1
Wahyu SetyaningsihAffiliation unknown1
Wa Ode ZusnitaAffiliation unknown1
R. Ghifari Ramadhana AgueniAffiliation unknown1
Tri FebriantiAffiliation unknown1
Rahmah RahmahAffiliation unknown1
Muhammad Rifki Rasyid PashaAffiliation unknown1
Abram Myhero Yancristofel TampubolonAffiliation unknown1
Reza DaradinantiAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">GREEN PACKAGING AND BRANDING IMPACT ON GREEN PURCHASE INTENTION WITH GREEN BRAND IMAGE AS MEDIATOR: STUDY AT LOVE BEAUTY AND PLANET ON GEN Z IN WEST JAVA</dc:title>
	<dc:title xml:lang="id">English</dc:title>
	<dc:creator xml:lang="en">Dewi, Cindy Fresilia</dc:creator>
	<dc:creator xml:lang="en">Sari, Diana</dc:creator>
	<dc:subject xml:lang="en">green marketing</dc:subject>
	<dc:subject xml:lang="en">green packaging</dc:subject>
	<dc:subject xml:lang="en">green branding</dc:subject>
	<dc:subject xml:lang="en">green purchase intention</dc:subject>
	<dc:subject xml:lang="en">green brand image</dc:subject>
	<dc:subject xml:lang="id">english</dc:subject>
	<dc:description xml:lang="en">In the present era, there has been a widespread global adoption of environmental consciousness, leading to a swift transformation in people's actions and attitudes. Observing this occurrence, companies are starting to adjust and incorporate environmental considerations into account by creating and producing environmentally sustainable products or services. One of the ways of contributing is by providing sustainable packaging options for their products. This article aims to examine the influence of green packaging and branding on the intention of Generation Z consumers in West Java to purchase Love Beauty and Planet items that are environmentally friendly. A digital survey was undertaken to gather data from 255 individuals. Subsequently, the questionnaire data was analyzed using Structural Equation Modelling (SEM) employing the Partial Least Squares (PLS) technique through SmartPLS 4. In the end, this study found that Gen Z in West Java sees green packaging and branding as a significant direct force towards green purchase invention. This study also found that green brand image is an important factor in driving green purchase intention. However, this study concentrates on a particular brand and customer profile. Therefore, future research can investigate different brands or specialized markets as the primary subject.</dc:description>
	<dc:description xml:lang="id">Di era sekarang, kesadaran lingkungan telah diadopsi secara global yang mengarah pada transformasi cepat dalam tindakan dan sikap masyarakat. Melihat kejadian ini, perusahaan mulai menyesuaikan dan mempertimbangkan aspek lingkungan dengan menciptakan dan memproduksi produk atau jasa yang ramah lingkungan. Salah satu cara perusahaan berkontribusi adalah dengan memberikan pilihan kemasan berkelanjutan pada produknya. Artikel ini bertujuan untuk mengkaji pengaruh green packaging and branding terhadap niat konsumen Generasi Z di Jawa Barat untuk membeli produk Love Beauty and Planet yang ramah lingkungan. Survei digital dilakukan untuk mengumpulkan data dari 255 orang. Selanjutnya data kuesioner dianalisis menggunakan Structural Equation Modeling (SEM) dengan teknik Partial Least Squares (PLS) melalui SmartPLS 4. Penelitian ini menemukan bahwa Gen Z di Jawa Barat melihat green packaging and branding sebagai dorongan langsung signifikan terhadap green purchase intention. Studi ini juga menemukan bahwa green brand image merupakan faktor penting dalam mendorong green purchase intention. Namun, penelitian ini berkonsentrasi pada merek dan profil pelanggan tertentu. Oleh karena itu, penelitian di masa depan dapat menyelidiki berbagai merek atau pasar khusus lainnya sebagai subjek utama.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/29555</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v8i2.29555</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025; 139-147</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/29555/21943</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Cindy Fresilia Dewi, Diana Sari</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
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