Green Marketing Strategies in Improving Purchasing Decisions: An Analysis of Brand Trust and Environmental Awareness Mediation as Moderation – A Conceptual Analysis

DOI

10.2991/978-94-6239-626-5_29How to use a DOI?

Keywords

Green Marketing; Purchasing Decisions; Brand Trust; Environmental Awareness; Generation Z; Planned Behavior Theory

Abstract

In recent years, attention to environmental issues has increased rapidly, especially among Generation Z who have higher environmental awareness than previous generations. This phenomenon encourages companies to adopt green marketing strategies as an effort to attract consumer interest. Green marketing involves a variety of activities, ranging from the promotion of environmentally friendly products, the use of recycled materials, to environmental awareness campaigns. However, even though green marketing is growing in popularity, its impact on consumers’ purchasing decisions, particularly Generation Z, still needs to be further researched. This study aims to develop a theoretical model that explains the relationship between green marketing and the purchasing decisions of Generation Z consumers using the Theory of Planned Behavior (TPB). This model emphasizes the importance of brand trust and environmental awareness as mediator and moderation variables that can influence purchasing decisions. The results of the research are expected to make a significant contribution to the development of green marketing strategies that are more effective and relevant to the preferences of Generation Z who are increasingly aware of sustainability issues.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Edi Nugroho
AU  - Ambar Lukitaningsih
PY  - 2026
DA  - 2026/04/15
TI  - Green Marketing Strategies in Improving Purchasing Decisions: An Analysis of Brand Trust and Environmental Awareness Mediation as Moderation – A Conceptual Analysis
BT  - Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
PB  - Atlantis Press
SP  - 389
EP  - 399
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-626-5_29
DO  - 10.2991/978-94-6239-626-5_29
ID  - Nugroho2026
ER  -