The Influence of CSR and Green Label on Green Product Purchase Intention Mediated by Trust: Generation Z in Indonesia Case Study

This study aims to analyze the effect of Corporate Social Responsibility (CSR) and Green Labelling on Green Product Purchase Intention, with Trust as a mediating variable among Generation Z consumers in Indonesia. Using a quantitative approach and cross-sectional survey method, data was collected from 296 respondents through an online questionnaire and analyzed using PLS-SEM. The results show that CSR and Green Labelling significantly influence Trust, and Trust also has a positive effect on purchase intention of green products. In addition, CSR and Green Labelling directly have a positive influence on Green Product Purchase Intention. The Z-test proves that the effect of Green Labelling on Trust is significantly greater than CSR, but the difference on Purchase Intention is not significant. These findings indicate that consumer trust plays an important role in bridging CSR and Green Labelling to green product purchase decisions. This study contributes to the development of Theory of Planned Behavior (TPB) and Sustainability Theory and offers managerial implications for companies to emphasize CSR and environmental certification in marketing strategies aimed at young consumers who care about the environment. This research uniquely examines the comparative impact of CSR and green labelling on trust and purchase intention within the Indonesian Generation Z consumer segment, providing novel insights into the effectiveness of these strategies in an emerging market context.