The purpose of the study is to examine the influence of green self-identity and global self-identity on green knowledge that leads to green trust and later, purchase intention towards green cosmetics. This study used purposive sampling method to collect data from 400 consumers that met the criteria: those who have used green cosmetics for the last six months. The time horizon for this study is cross-sectional. Structural equation modelling was used to test the hypotheses. The findings show positive effects of green self-identity and global self-identity on green knowledge, green knowledge on green trust as well as green trust towards purchase intention. Results of the study may assist the marketers of green cosmetics to create advertisements that emphasize consumers' green self-identity as well as factors that can increase consumers' knowledge and trust towards green cosmetics. Further research should incorporate other variables to improve the predicting power of the proposed model. This study is among the first to explore two types of identity in the field of green cosmetics.
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