Kediri, Indonesia — Green marketing strategies combined with influencer endorsements have been proven to significantly increase Generation Z's intention to purchase environmentally friendly skincare products. This finding comes from a study conducted by Intan Putri Viona, Angga Rizka Lidiawan, and Yudiarto Perdana Putra from Kadiri University. Conducted between March and June 2026, the research found that integrating sustainable marketing practices with credible influencer endorsements plays a crucial role in encouraging young consumers to choose eco-friendly skincare products, particularly Avoskin.
Environmental awareness has become an increasingly important factor in consumer decision-making, especially within the beauty industry. Modern consumers are no longer focused solely on skincare effectiveness. They also consider whether products are made from natural ingredients, use environmentally friendly packaging, and reflect a company's commitment to sustainability. This trend is particularly evident among Generation Z, who actively seek product information through social media before making purchasing decisions. They are more likely to trust brands that demonstrate genuine environmental responsibility while communicating their values through authentic digital content.
Recognizing this shift in consumer behavior, the researchers examined two marketing strategies that have become increasingly important in today's beauty industry: green marketing and influencer endorsements. Green marketing emphasizes a company's environmental commitment through sustainable production, eco-friendly packaging, and environmental campaigns. At the same time, influencers have become trusted digital opinion leaders whose recommendations often carry greater credibility than traditional advertising. The study was designed to determine how these two factors influence Generation Z's purchase intention toward Avoskin skincare products in Kediri City.
The research adopted a quantitative approach involving 96 Generation Z respondents in Kediri City who were familiar with or had used Avoskin skincare products. Data were collected through online questionnaires and analyzed using multiple linear regression to evaluate the influence of green marketing and influencer endorsements on purchase intention. Before the main analysis, all research instruments successfully passed validity and reliability tests, ensuring the accuracy and consistency of the collected data.
The findings reveal that green marketing has a positive and significant impact on consumer purchase intention. Companies that effectively communicate their commitment to sustainability are more likely to attract Generation Z consumers. Participants viewed natural ingredients, eco-friendly packaging, and environmental campaigns as indicators of a trustworthy and responsible skincare brand. These sustainability initiatives strengthen consumer confidence and increase their willingness to purchase environmentally friendly products.
The study also found that influencer endorsements positively and significantly affect purchase intention. Consumers tend to trust influencers who are perceived as credible, authentic, and genuinely aligned with environmental values. For Generation Z, recommendations from trusted digital creators feel more personal and believable than conventional advertising. This emotional connection helps reduce skepticism and strengthens consumers' confidence in purchasing recommended skincare products.
When both strategies are implemented together, their impact becomes even stronger. The study found that green marketing and influencer endorsements simultaneously have a significant effect on consumer purchase intention. Together, the two variables explain 51.8 percent of consumers' purchase intention, while the remaining 48.2 percent is influenced by other factors beyond the scope of the research. These findings suggest that promoting sustainability alone is not sufficient; companies also need effective digital communication through trusted influencers to maximize consumer engagement.
According to Intan Putri Viona, Angga Rizka Lidiawan, and Yudiarto Perdana Putra from Kadiri University, successful marketing of sustainable skincare products depends on the synergy between genuine environmental commitment and authentic digital communication. Cosmetic companies that consistently demonstrate sustainable practices—such as using natural ingredients and eco-friendly packaging—while collaborating with credible influencers are more likely to build consumer trust, especially among socially connected Generation Z consumers.
The findings provide valuable insights for Indonesia's beauty industry. As competition becomes increasingly intense, companies can no longer rely solely on product quality to attract customers. They must also demonstrate environmental responsibility while carefully selecting influencers whose values, credibility, and personal branding align with sustainability. Such an integrated marketing strategy is considered more effective in establishing long-term relationships with young consumers who are becoming increasingly conscious of environmental issues.
Overall, the study concludes that Generation Z evaluates skincare products based not only on their functional benefits but also on environmental responsibility and authentic digital communication. Sustainable values combined with credible influencer advocacy have become powerful drivers of consumer purchase intention. Companies seeking to expand their market among young consumers should therefore integrate green marketing strategies with influencer partnerships to strengthen trust and encourage purchasing decisions.
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DOI: https://doi.org/10.55927/eajmr.v5i7.213
Journal Link: https://journaleajmr.my.id/index.php/eajmr/article/view/213
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