The Effect of Environmental Corporate Social Responsibility, Green Advertising, and Green Packaging on Purchase Intention Mediated by Brand Image (A Study on Npure Skincare Users)

Abstract

The skincare industry in Indonesia is growing rapidly, but italso contributes to the problem of packaging waste, thusencouraging companies to implement environmentallyfriendly strategies to influence consumer buying interest. Thisstudy aims to test the influence of environmental corporatesocial responsibility (ECSR), green advertising, and greenpackaging on purchase intention, as well as the role of brand image mediation, in Npure skincare users. The study used a quantitative method with a sample of 150 respondents selected through purposive sampling, analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The results showed that ECSR had a negative and insignificant effect on purchase intention, while green advertising and green packaging had a significant positiveeffect. The three variables had a significant positive effect onbrand image, and brand image had a significant positive effecton purchase intention. Brand image did not mediate theinfluence of ECSR, but mediated the influence of greenadvertising and green packaging on purchase intention. These findings show that concrete environmental signals are more effective in shaping buying interest than institutional socialresponsibility activities.