E-Word of Mouth Sebagai Mediasi Green Marketing terhadap Minat Beli Skincare Lokal Generasi Z

The FMCG (Fast Moving Consumer Goods) sector makes a significant contribution to the waste problem, including the cosmetics and skincare industry categories which are one of the main contributors to waste in Indonesia. Most of the young generation in Indonesia are interested in environmental issues, thus encouraging a shift in consumer behavior to purchase environmentally friendly products. This research aims to determine the direct and indirect influence of Green Marketing on interest in buying Avoskin skincare in generation Z through e-Word of Mouth (E-WOM). The research sample was 105 Avoskin consumers in Malang using the Accidental Sampling technique. Analysis technique using SmartPLS SEM. The research results show that Green Marketing and E-WOM have a positive and significant effect on purchase intention. In addition, E-WOM acts as a mediator in the relationship between Green Marketing and purchase intention.