Peran Green Attitude dalam Memediasi Pengaruh Green Perceived Value dan Green Trust terhadap Green Purchase Intention pada Konsumen Generasi Z Merek Sustainable Fashion Cottonink

Sausan Zahra Mumtazah Rusbiyanto; Tyahya Whisnu Hendratni

doi:10.56347/jle.v5i2.443

Vol. 5 No. 2 (2026): NOVEMBER • Articles

Peran Green Attitude dalam Memediasi Pengaruh Green Perceived Value dan Green Trust terhadap Green Purchase Intention pada Konsumen Generasi Z Merek Sustainable Fashion Cottonink

Sausan Zahra Mumtazah Rusbiyanto^1* , Tyahya Whisnu Hendratni²

^1*,2 Pancasila University

^* Corresponding Author: Sausan Zahra Mumtazah Rusbiyanto

DOI: https://doi.org/10.56347/jle.v5i2.443

Published

2026-11-01

Issue

Vol. 5 No. 2 (2026): NOVEMBER

Section

Articles

Pages

92-104

Double-blind Peer Reviewed

Licensed under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)

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Abstract

This study aims to analyze the effects of Green Perceived Value and Green Trust on Green Purchase Intention, with Green Attitude as a mediating variable among Generation Z consumers of Cottonink. The study is theoretically grounded in the Theory of Planned Behavior, the Green Marketing Framework (Ottman), and Sustainability Marketing Theory (Belz & Peattie). A quantitative explanatory approach was employed using an online survey with a 5-point Likert-scale questionnaire. The respondents were Generation Z consumers aged 19–28 who were familiar with or had purchased Cottonink products. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine direct and indirect relationships among the variables. The results show that Green Perceived Value and Green Trust have positive and significant effects on Green Attitude, while Green Attitude has a positive and significant effect on Green Purchase Intention. In contrast, Green Perceived Value and Green Trust do not have significant direct effects on Green Purchase Intention. The mediation analysis shows that Green Attitude significantly mediates the relationships between Green Perceived Value and Green Purchase Intention and between Green Trust and Green Purchase Intention. These findings indicate that positive consumer attitudes play an important role in translating perceived green value and trust into purchase intention toward sustainable fashion products.

Keywords:

Green Perceived Value Green Trust Green Attitude Green Purchase Intention

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Author Biographies

Sausan Zahra Mumtazah Rusbiyanto Pancasila University

Fakultas Ekonomi dan Bisnis, Universitas Pancasila, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.

Tyahya Whisnu Hendratni Pancasila University

Fakultas Ekonomi dan Bisnis, Universitas Pancasila, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.

How to Cite

Mumtazah Rusbiyanto, S. Z., & Whisnu Hendratni, T. (2026). Peran Green Attitude dalam Memediasi Pengaruh Green Perceived Value dan Green Trust terhadap Green Purchase Intention pada Konsumen Generasi Z Merek Sustainable Fashion Cottonink. Journal of Law and Economics, 5(2), 92-104. https://doi.org/10.56347/jle.v5i2.443

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Peran Green Attitude dalam Memediasi Pengaruh Green Perceived Value dan Green Trust terhadap Green Purchase Intention pada Konsumen Generasi Z Merek Sustainable Fashion Cottonink

Abstract

Article Discovery & Scholarly Lookup

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How to Cite

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