Impact of the Green Supply Chain on Consumer Purchase Intention for Organic Beauty Products : The Moderating Role of Brand Trust

Abstract

The research examines the effects of Green Supply Chain Management practices on organic beauty product purchase choices in Pakistan through brand trust intermediary analysis. More companies actively introduce environmentally conscious initiatives into their supply networks as both environmental consciousness and market need for eco-friendly products increases. Research about the effects of these practices on consumer actions in emerging markets remains minimal. By using the Theory of Planned Behavior as a theoretical framework researchers examined purchase intention effects from green procurement and green manufacturing and green logistics with specific investigation into brand trust as a relationship intensifier. Researchers adopted a quantitative research approach using an online structured questionnaire addressed to 230 urban consumers. PLS-SEM provided the analytical framework to verify the proposed research hypotheses. The data confirmed that GSCM dimensions have positive substantial influences on purchase intention yet green procurement generates the highest impact. Brand trust enhanced the relationship between GSCM practices and consumer purchase intention according to the results. The impact proved strong for consumers who placed high trust in brands. The study verified the TPB theory in green consumerism using empirical data while establishing brand trust as an influential mediating condition. The research presents valuable strategic recommendations to companies in organic beauty which should include supply chain transparency and credibility-building programs to build consumer trust. Standardized ecolabel promotion together with public-private partnerships and anti-greenwashing regulation represent the policy features from this research. Studies of sustainability receive new insights through this investigation because it unites consumer behavior research, trust theory, and green supply chain practices applying them to developing markets. The authors provide research directions for upcoming investigations that include studies about sustainable purchasing actions through social media along with ruralurban variations in brand loyalty retention