Pengaruh Social Media Information Sharingterhadap Green Purchase Intentiondi Kalangan Generasi Z: Studi Kasus pada Avoskin

Generation Z shows increasing interest in environmentally friendly products, yet few studies specifically examine the influence of Social Media Information Sharing on Green Purchase Intention for local brands. This study aims to analyze the effect of Social Media Information Sharing on Green Purchase Intention, with Perceived Green Value as a mediating variable, using Avoskin skincare as the case study. A quantitative approach was employed by distributing online questionnaires to 148 Generation Zrespondents who had previously purchased Avoskin products. The collected data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The findings reveal that Social Media Information Sharing has a positive effect on both Perceived Green Value and Green Purchase Intention. Furthermore, Perceived Green Value positively affects Green Purchase Intention and partially mediates the relationship between Social Media Information Sharing and Green Purchase Intention. These results provide valuable insights for skincare industry players in designing effective green communication strategies through social media to attract Generation Z consumers. This study contributes originality as one of the first to investigate the specific relationship between Social Media Information Sharing and Green Purchase Intention toward a local eco-friendly product�Avoskin�within the context of Generation Z.