The Impact of Green Marketing, Green Packaging, and Green Authenticity to Brand Trust: A Case Study of Somethinc

The skincare industry in Indonesia is growing fast. This means that brands have to show that they are serious about being sustainable. This is especially true because people are getting more skeptical about brands that claim to be green. They are also making a lot of waste with their packaging. This study looks at how green marketing, green packaging and being genuine about being green affects how much Generation Z consumers trust the brand Somethinc. The study used some theories like Green Trust Theory and Brand Authenticity Theory to guide it. It asked 191 people from Generation Z who had used Somethinc products in the year some questions. The study found out that all three of these things make people trust Somethinc more. Being genuine about being green is the important one. Then comes green marketing and green packaging. These things together explain why people trust Somethinc. It is not just about what brands say or how their packaging looks. It is about whether they're really serious about being green. The benefit of the study is helps understand how important it is for brands to be genuine about being green. It says that brands should be transparent and consistent about what they're doing to be sustainable. They should not just say they are green or make their packaging look nice. They have to do things that are good, for the environment.