Exploring Green Trust in Sustainable Consumption: A Literature Review on Green Purchase Intention
DOI:
https://doi.org/10.70550/belacoss.v1i6.503Keywords:
Consumer Behavior, Green Consumption Intention, Environmental Concern, Green Packaging, Social Media Exposure, Green TrustAbstract
In recent years, the cosmetics industry has come under scrutiny for its environmental impact, particularly its reliance on single-use plastic packaging. As consumers become more engaging in environmentally conscious attitudes have begun shaping green consumption patterns. This narrative literature review explores the role of environmental concern, green packaging, and social media exposure in shaping green purchase intention among consumers, with a particular emphasis on the mediating role of green trust. Synthesizing studies from 2019-2024 selected academic journals, the review finds that green trust functions as a psychological mechanism that connects consumers’ awareness and values to actual purchasing behavior. Packaging and social media exposure act as visible cues and communicative tools, while environmental concern forms the cognitive-emotional base. The findings suggest that in the context of the cosmetics industry, building and maintaining green trust through credible sustainability efforts is central to influence purchase intentions.
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