From Responsibility to Intention: How CSR and Trust Shape Consumer Behavior in Sustainable Cosmetics Indonesia - A Conceptual Paper

This conceptual study examines the relationship between Corporate Social Responsibility (CSR) and consumer purchase intention, with trust as a mediating variable, within the context of Indonesia's sustainable cosmetics industry. The research explores how trust mediates the link between consumer perceptions of CSR and their decisions to purchase environmentally friendly cosmetic products. Drawing on an extensive literature review, the study proposes a conceptual model that outlines the relationships among CSR, trust, and purchase intention. This model is intended for future empirical testing using Structural Equation Modeling (SEM) and the Partial Least Squares (PLS) method. The findings suggest that authentically and consistently implemented CSR practices can foster consumer trust, which in turn enhances purchase intention toward sustainable products. This study contributes to the literature on sustainable marketing and offers practical insights for local cosmetic companies in formulating business strategies grounded in sustainability principles.