The Influence of Green Product and Green Promotion on Repurchase Intention Mediated by Green trust among The Body Shop Skincare Consumers

Abstract

Environmental concerns have encouraged cosmetic brands to adopt green marketing strategies, yet their effect on repurchase behavior remains inconsistent across studies. This research examines how            green  product and  green promotion influence repurchase intention among. The Body Shop skincare consumers in Bandung, with green trust positioned as a mediating variable. A quantitative survey was distributed to consumers who had purchased and used The Body Shop products for at least three months, selected through purposive sampling, yielding 130 valid responses. Data were processed with multiple linear regression and the Sobel test using SPSS 27. Findings show that green product and green promotion significantly increase green trust, which subsequently drives repurchase intention, and that green trust partially mediates both relationships.