Overview

In the era of Green Marketing 2.0, digital platforms have become essential tools for promoting sustainability and influencing consumer behavior. This study examines how digital marketing campaigns-particularly those employing social media, influencer collaborations, and eco-conscious storytelling-shape consumer intentions toward purchasing sustainable cosmetic products. Drawing on the Theory of Planned Behavior (TPB) and the Green Consumer Behavior Model, the research investigates the mediating roles of environmental awareness, brand trust, and perceived value in driving green purchase intentions. Using both qualitative and quantitative methods, the study analyzes consumer responses to digital campaigns by leading sustainable cosmetic brands. The findings reveal that authenticity, transparency, and consistent digital engagement significantly enhance consumer trust and positive attitudes toward eco-friendly cosmetics. This research highlights the growing importance of digital communication strategies in fostering sustainable consumption patterns and offers actionable insights for marketers aiming to strengthen brand positioning in the green beauty sector.

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