The Role of Green Packaging in Increasing Brand Equity and Purchase Intention: A Study on Closeup Toothpaste

This study examines the impact of green packaging on brand equity and purchase intention in personal care products, specifically Closeup toothpaste. It explores the increasing consumer awareness, particularly among millennials and Gen Z in Jakarta and Bandung, regarding sustainability and the role of green packaging in shaping brand perceptions. Using a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), the study investigates the mediating role of brand equity in the relationship between green packaging and purchase intention, based on the Stimulus-Organism-Response (SOR) theory. Data was gathered from 166 consumers in Jakarta and Bandung through online and offline surveys. Results show that green packaging positively impacts brand equity (?=0.521, p<0.001) and purchase intention (?=0.295, p=0.002). Additionally, brand equity significantly mediates the relationship between green packaging and purchase intention (?=0.397, p<0.001), suggesting partial mediation. These findings highlight that investments in green packaging are most effective when supported by strong brand equity efforts, considering factors like environmental concern, altruism, and social norms. The research advocates for integrating green packaging strategies into marketing plans to enhance brand equity and purchase intention among environmentally conscious young consumers in Indonesia.