The Influence of Green Marketing Strategy and Influencer Endorsement on Green Product Purchase Intention among Generation Z in Kediri City: A Study on Avoskin Skincare

Intan Putri Viona; Angga Rizka Lidiawan; Yudiarto Perdana Putra

doi:10.55927/eajmr.v5i7.213

Authors

Intan Putri Viona Kadiri University
Angga Rizka Lidiawan Kadiri University
Yudiarto Perdana Putra Kadiri University

DOI:

https://doi.org/10.55927/eajmr.v5i7.213

Keywords:

Green Marketing, Influencer, Purchase Intention, Sustainable Skincare, Generation Z

Abstract

This study aims to analyze the influence of Green Marketing Strategy and Influencers on Purchase Intention toward Avoskin skincare products among Generation Z in Kediri City. Conducted from March to June 2026, this quantitative research employed a causal-associative design. Data were collected from 96 respondents selected via purposive and snowball sampling, then analyzed using multiple linear regression. The results indicate that Green Marketing and Influencers positively and significantly affect Purchase Intention, both partially and simultaneously, contributing 51.8% to the variance. These findings imply that integrating sustainable marketing strategies with credible influencer endorsements effectively enhances consumer purchase intention toward eco-friendly cosmetic products.

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