Pengaruh Green Marketing, Green Brand Trust dan Green Brand Image terhadap Purchase Intention Generasi Z pada Produk Miniso di Kota Padang

Although environmental sustainability issues have received increasing attention in consumer behavior studies, studies that specifically discuss the effectiveness of green marketing strategies in influencing Generation Z’s purchase intention in nonmetropolitan areas remain limited. This study aimed to analyze the influence of green marketing, green brand trust, and green brand image on Generation Z’s purchase intention for Miniso products in Padang City. This study used a quantitative approach wi