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The Effect of Corporate Social Responsibility and Green Marketing on Purchase Decisions of Cosmetic Products: The Mediating Role of Brand Image

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Understanding consumer purchasing intent is vital for cosmetic brands striving for sustainability and competitive advantage.
The study found that brand image mediates the relationship between corporate social responsibility and purchase decisions.
Utilizing Partial Least Squares approach, the research analyzed survey data from cosmetic users in Tanjungpinang.
Enhancing brand reputation through green marketing efforts may lead to increased consumer trust and loyalty.

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Research reveals CSR and green marketing influence purchase decisions in cosmetics, suggesting a key role for brand image.

Hartono et al. (2025) studied this question.

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