This study examines the influence of business green marketing behaviour toward
consumers green consumption intention, specifically focusing on the case of local
green cosmetics in Indonesia. As the relationship between humans and the environment
becomes increasingly strained, green marketing has emerged as a necessary tool for
sustainable development. Using a survey design and collecting data from 159
respondents, this study employs SmartPLS and a 5-point Likert scale for data analysis.
The findings reveal that enterprises' green marketing behaviour positively impacts
consumers' green consumption intention. Moreover, consumer perceived effectiveness
partially mediates the relationship between enterprises' green marketing behaviour and
consumers' green consumption intention. However, consumers' environmental
awareness weakens this mediating effect. Additionally, two experiments support two
conclusions: substantive green marketing activities have a stronger influence on
promoting consumers' green consumption intention compared to symbolic activities,
and the presence of others enhances the positive effect of enterprises' green marketing
behaviour on consumers' green consumption intention. Consequently, it is
recommended that enterprises adopt green marketing strategies, provide consumers with a clear perception of their green contribution, prioritize substantive green
marketing activities, optimize offline sales scenarios, and strive to enhance competitiveness and achieve sustainable development.