This research examines the factors influencing Generation Z's green purchase intentions
and behaviors in the beauty industry, with a focus on BASE, an Indonesian beauty brand.
It explores the impact of green advertisement, green brand image, green awareness, and
ecological knowledge. While past studies have explored these variables, gaps remain in
understanding how they interact, particularly in the beauty industry, which has a
significant environmental impact yet remains underexplored in green marketing research.
Generation Z, the largest global consumer group with strong spending power and a
growing interest in sustainability, is the target demographic. Using a quantitative cross-
sectional approach with non-probability purposive sampling, the study aims to gather
responses from at least 250 participants via an online survey.