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Aims: This study aims to analyze the influence of green customer value on green purchase intention, mediated by green psychological benefits and moderated by green marketing, among Avoskin skincare users in Malang City. The research seeks to provide deeper insights into the factors driving consumer intentions to purchase eco-friendly products, particularly in the rapidly growing local beauty industry. Study Design: A quantitative explanatory research approach was employed to examine the relationships between the variables. Place and Duration of Study: The study was conducted in Malang City from May to July 2024, focusing on 240 respondents selected through purposive sampling. Methodology: Data were collected using a Likert-scale questionnaire and analyzed using Warp PLS v8.0. The analysis included the assessment of convergent and discriminant validity, reliability, and hypothesis testing. Results: The results of this study show that Green Customer Value and Green Psychological Benefits have a significant influence on Green Purchase Intention among Avoskin skincare consumers in Malang City. Green Psychological Benefits effectively mediate the relationship between Green Customer Value and Green Purchase Intention. However, Green Marketing does not significantly moderate the relationship between Green Customer Value and Green Purchase Intention. Green Customer Value emerges as the most dominant variable influencing green purchase intention compared to other variables. Conclusion: The study concludes that Green Customer Value and Green Psychological Benefits significantly influence Green Purchase Intention among Avoskin skincare consumers in Malang City. Green Psychological Benefits serve as a crucial mediator, enhancing the impact of Green Customer Value on Green Purchase Intention. While Green Marketing does not significantly moderate this relationship, the findings underscore the importance of perceived green value and psychological benefits in driving consumer intentions toward eco-friendly products.
Sabani et al. (Thu,) studied this question.