Sustainable Development of Agricultural Enterprises with an Active Environmental Stance: Analysis of Inter-Organizational Management Accounting

Objective: The purpose of this study is to investigate how eco-labels, green advertising, and knowledge about green products impact trust in environmentally friendly products and how trust ultimately influences the intention to purchase green products. Theoretical Framework: This study delves into the theoretical framework of green marketing in the cosmetics sector of Indonesia. It focuses on two dependent variables: green purchase intention and trust. The study also explores how the eco-label, green advertising, and green product knowledge variables influence green trust, which impacts green purchase intention. Method: For this study, a quantitative approach was taken using the statistical software application tool SmartPLS 3.0. The population analyzed with SEM consisted of Generation Z individuals aged 12 to 26 who had purchased Sariayu's clean beauty green product. A sample size of 385 respondents was used to represent the population. Result and Conclusion: Knowing eco-labels and green products significantly impact green trust, whereas green advertising does not. The level of green trust influences the intention to purchase green products. Originality/Value: This research is expected to improve the performance of Sariayu Martha Tilaar's green products and encourage Generation Z to switch to using environmentally friendly cosmetics. This study introduces a model that includes eco-labels, green advertising, knowledge about green products, trust in green products, and the intention to purchase green products. The study focuses on Generation Z as the target audience.