PENGARUH INFLUENCER MICRO DAN TREND SUSTAINABILITY TERHADAP KEPUTUSAN PEMBELIAN SEPATU CARVIL PADA GENERASI Z

This research was conducted to investigate and analyze the influence of green brand on green purchase intention with consumer attitude as a mediating variable. This study employed an explanatory research design with a quantitative approach. Data collection in this study was conducted using a questionnaire. The population in this study consisted of Innisfree consumers, with a total of 100 respondents. The data analysis method used was scale range and path analysis with the assistance of SPSS software. The results of the study found that green brand significantly influences green purchase intention. Green brand has a significant positive effect on consumer attitudes. Consumer attitudes have a significant positive effect on green purchase intention. Green brand significantly influences green purchase intention through consumer attitudes.