Consumer Education Research Articles

Crafting a comprehensive strategy to prevent fraud and enable recovery in mobile insurance in the USA

In the U.S., the rapid expansion of mobile insurance has also created an environment of opportunity and challenge around fraud prevention and recovery. With the ever-increasing sector, fraud in the market can be fought using technological advancements like artificial intelligence (AI), machine learning and blockchain; these help in real time data analysis, pattern recognition and secure transactions. These innovations must however, always be perfected to remain one step ahead of the game and always evolving in fraudulent tactics. This paper discusses the important obstacles facing mobile insurance; namely emerging fraud risks, the necessity for comprehensive regulatory frameworks and lack of consumer awareness. The gaps in current fraud prevention tactics are uncovered by the research and the necessary regulatory updates to address digital identity and mobile platforms are highlighted. This highlights the importance for insurers, lawmakers and consumers to develop a collaborative way to gain trust and foster effective fraud detection and recovery programs. The paper also discusses the limitations of existing fraud detection models, and analyzes the opportunities for new legislation and enforcement mechanisms for reducing the risk of fraud. Also, awareness of consumer education as a key fraud prevention tool is considered important, in that educated consumers would be able to avoid fraudulent schemes. It also highlights the importance of additional research in promising technologies to apply to mobile insurance fraud prevention. Through all of this research, insights are provided into the current state of mobile insurance, challenges of fraud prevention, and actionable recommendations for industry stakeholders that will improve security and help create a more trusting mobile insurance ecosystem.

REVOLUTIONIZING MASS FOOD PRODUCTION:THE POTENTIAL OF 3D FOOD PRINTING

ABSTRACT3D food printing has the potential to revolutionize mass food production by enabling the production of highly customized food products, from simple to complex structures and food products tailored to individual nutritional needs. This review explores various critical aspects of this technology, encompassing integration methods, customization possibilities, prospects, and the challenges it faces. Integration demands multidisciplinary collaboration, with a particular emphasis on optimizing parameters like ingredient and printing techniques to ensure flawless operation. The customization potential spans from tailored nutrition to intricate designs, effectively addressing diverse preferences and specific dietary needs. Advancements in the field hold the promise of improved speed, precision, and material diversity, with the potential to address sustainability issues through the utilization of by-products to further expand their capabilities. However, despite the optimistic outlook, significant challenges persist, including issues related to scalability, cost-effectiveness, and regulatory compliance. Overcoming these hurdles demands substantial investment in research and consumer education to facilitate broader adoption and acceptance. Nonetheless, the transformative potential of 3D food printing remains unquestionable, offering avenues for enhanced efficiency, sustainability, and the creation of entirely novel culinary experiences that align with evolving consumer demands and preferences.Keywords: 3D food printing; mass food production; customization; integration methods

The Impact of FinTech on Traditional Banking: A Comparative Study of Adoption in Tier 1 and Tier 2 Cities

The rapid evolution of FinTech has fundamentally changed the financial services landscape, which is a significant challenge to traditional banking systems. This study explores the comparative adoption of FinTech platforms, such as UPI, digital wallets, and digital lending, versus traditional banking services in Tier 1 cities (e.g., Mumbai, Delhi) and Tier 2 cities (e.g., Lucknow, Coimbatore) in India. The research investigates consumer preferences, usage patterns, and factors driving the growth of FinTech in these unique geographic segments. Using the mixed-methods approach, it combines quantitative survey data (200 respondents) with qualitative insights gathered from industry experts. Primary data were collected through the source of consumers and banking professionals; secondary data will be supported through RBI, NPCI, and FinTech industry reports. Findings indicate that higher FinTech adoption is observed in Tier 1 cities, because of the well-developed digital infrastructure, literacy rates, and urban convenience. Conversely, Tier 2 cities show promising growth, driven by government initiatives like Digital India and increasing smartphone penetration, but face challenges like digital literacy gaps and trust issues. The study identifies the competitive forces on traditional banks, especially concerning retaining customers used to the fast and convenient ways of FinTech. It also stresses the role of FinTech in making financial services accessible to semi-urban areas to bridge the access gap for these underprivileged communities. The research concludes with actionable recommendations for banks and policymakers to adapt to the digital revolution, emphasizing collaboration between FinTech and traditional banks, improved security frameworks, and enhanced consumer education. Keywords: FinTech, Traditional Banking, UPI, Digital Payments, Tier 1 Cities, Tier 2 Cities, Financial Inclusion, Consumer Behaviour

Transformation of Visionary and Collaborative Leadership Styles in Contributing Publication Innovation of Madrasah Aliyah

This research aims to interpret the transformation of visionary and collaborative leadership styles in madrasah publication innovation. The object of this research is educational consumers MAN 2 Banyuwangi, This research design uses a qualitative approach with a case study method, The source of informants in this study consisted of the head of the madrasa, and teachers. MAN 2 Banyuwangi. Data collection in this study was carried out through in-depth interviews, direct observation, and publication documentation, Data analysis in this study uses an interactive analysis model developed by Miles, Huberman, which includes three main steps: data reduction, data presentation, and conclusion drawing. The results of this study indicate that the visionary and collaborative leadership styles at MAN 2 Banyuwangi are successful in contributing the publication innovation. The collaborative leadership strengthens educational community networks, transformation for resource management and innovation, to increasing Madrasah reputation.

The Ability of Brand Image and Digital Promotion in Explaining Purchase Intention of Counterfeits Electronic Products

This study examines the effect of digital promotion and brand image on the intention to purchase counterfeit electrical devices. Since counterfeit goods are seeing a spike in the market, there is a fundamental need to build factors that encourage such buyers. A quantitative analytic approach will be used for this study. Data will be collected from 300 participants interested in buying counterfeit electronic products through an online survey. Most customers consider counterfeit goods viable alternatives to branded products, showing that consumers' perception of brands influences their buying habits considerably. Online advertisements also play a vital role, especially on social media, using e-commerce websites with alluring content to attract consumers. In addition, the study discovers that digital marketing and brand image are complementary; this means that people's perceptions about a brand's equity increase the effects of digital marketing campaigns. Digital platforms are generally utilized to advertise counterfeit products because of the status and affordability they display. Despite this, the study highlights the dangers and ethical issues associated with counterfeit products, regarding low quality and safety. These findings have significant regulatory and brand-related implications for the fight against counterfeiting and extend our knowledge of consumer behaviour generally. Therefore, we want to call for tighter regulations on counterfeiting and increase consumer education to reduce counterfeit products and boost ethical purchasing.

Exploring Illegal Trade and Management Strategies in Protected Aquatic Wildlife in Xiamen, China

In recent decades, illegal wildlife trade has become a global problem that threatens the conservation of many species. To promote sustainable animal trade, conservation plans must be developed and implemented locally. However, illegal trade in protected aquatic wildlife still occurs in many places. To understand the current situation of illegal sales, we conducted a sampling survey on eight sites in Xiamen for 5 consecutive years. The results show that illegal sales behavior is widespread, but there are changes. Notably, the proportion of stores with illegal sales fell from 17.7% in 2018 to 10.8% in 2022. We observed 24 species, 12 of which are listed in CITES. Among them, 15 species were recorded in annual surveys, accounting for 62.5% of the total species surveyed. Among the 24 species investigated, there were 8 living species. From 2018 to 2022, the number of food stalls selling protected species dropped the most, from 22.7% to 0%. Followed by dry goods stores, the number of stores selling protected species dropped from 24% to 8.3%. However, the number of craft shops selling protected species increased by 14.8%. It put forward protection suggestions such as focusing on cracking down on illegal sales and strengthening consumer publicity and education.

Sustainable digital marketing practices and consumer brand engagement – a brand reputation mediation investigation

ABSTRACT As consumer and regulatory pressures mount, brands are increasingly using digital channels to communicate their sustainability commitments. However, research on sustainable digital marketing (SDM) is still limited, and there is insufficient scholarly understanding of how integrated SDM strategies influence brand reputation and consumer engagement. This study is grounded in a multidimensional framework and defines SDM through key dimensions: transparency, ethical products, social and environmental impact, consumer education, and stakeholder engagement. It tests these dimensions to assess their effects on brand outcomes. Survey data were collected from 1,158 consumers across various geographical regions worldwide, providing a diverse sample to validate the findings. The results reveal significant positive direct effects of four SDM dimensions – transparency, ethical offerings, social impact, and stakeholder engagement – on brand reputation. This reputation, in turn, mediates positive indirect effects on consumer engagement. Interestingly, consumer education initiatives did not have a similar impact on brand reputation, indicating potential challenges in translating knowledge into consumer engagement. Overall, the integrated SDM construct positively predicts both brand reputation and consumer engagement, highlighting a synergistic relationship between sustainability efforts, reputation, and consumer engagement. These insights provide actionable guidance for both academic researchers and industry stakeholders.

RIGHTS-DRIVEN CONSUMER ACTIONS: THE LINK BETWEEN AWARENESS OF CONSUMER RIGHTS AND FINANCIAL INDEPENDENCE

This research suggests that as individuals' financial standing improves and they achieve a debt-free status, the link between their awareness of consumer rights and their ability to act on this knowledge becomes stronger. The study utilized a multistage random sampling method to gather data from a diverse group of consumers across Kerala. The findings indicate that consumers who are free of debt are more likely to translate their awareness of consumer rights into informed actions, demonstrating a positive correlation between financial stability and proactive consumer behavior. The study highlights the significance of debt freedom in empowering consumers to make better decisions regarding their rights, underlining how financial security can lead to more active engagement with consumer protection principles. The paper discusses the broader implications of these findings, emphasizing the need for further research into how financial literacy and consumer education can enhance consumer rights awareness and behaviors, particularly in regions with varying levels of economic stability. The results could inform policy makers and businesses about the role of financial independence in fostering informed consumer practices.

An Overview on Development and Evaluation of Nail Serum for Nail Care

Nail serums have emerged as a significant innovation in personal care, addressing common issues like brittle, weak, and damaged nails. These formulations are designed to deliver targeted nourishment and therapeutic benefits through a combination of moisturizing agents, strengthening compounds, antioxidants, and growth enhancers. By penetrating the nail plate and reaching the matrix, nail serums provide hydration, repair, and fortification at the cellular level. This review delves into the active ingredients commonly used in nail serums, including biotin, keratin, hyaluronic acid, and essential oils, and discusses their mechanisms of action and clinical efficacy. Recent advancements, such as nanotechnology and sustainable ingredient sourcing, are also explored, showcasing the evolution of nail care products. Furthermore, challenges such as regulatory compliance and consumer education are highlighted, along with opportunities for future research and innovation. This comprehensive analysis aims to enhance understanding of nail serums' role in promoting nail health and their potential applications in both therapeutic and cosmetic fields.

Exploring the Relationships Between Behavioural Biases and the Rational Behaviour of Australian Female Consumers.

The paper aims to examine the relationships between behavioural biases (such as overconfidence and herding) and the rational behaviour of Australian female consumers when making financial decisions. In doing so, the paper showcases the financial illiteracy of Australian female consumers when confronted with irregularities within the Australian financial markets. From a theoretical standpoint, the study adopts the notions of the adaptive market hypothesis (AMH) to understand the reasoning behind the relationships between behavioural biases (such as overconfidence and herding) and the rational behaviour of Australian female consumers when making decisions rationally. Using a quantitative approach, a structural equation modelling (SEM) was conducted on the proposed theoretical framework with a cleaned dataset of 357 Australian female consumers, which revealed that behavioural biases significantly influence each stage of rational decision-making when making financial decisions. More precisely, the structural equation modelling (SEM) showcases that herding behaviour has a significant positive relationship with the information search and evaluation of alternative stages when making financial decisions. However, overconfidence behaviour has a significant negative relationship with demand identification and evaluation of alternative stages when making financial decisions. Moreover, the findings also showcase that the proposed theoretical model closely fits with the data utilised, indicating that Australian female consumers do follow rational decision-making when making financial decisions. Additionally, the findings revealed that the education and income levels of Australian female consumers positively influence the stages of rational decision-making. The findings also contend that Australian female consumers have a risk-averse attitude (i.e., within three key hypothetical scenarios) towards financial decisions due to the presence of financial illiteracy. Hence, it is strongly suggested that financial institutions highlight the calculative benefits and returns from financial product purchases in advertising and promotions in a way that appeals to female consumer segments.

Strategi Keberlanjutan dan Transformasi Digital di Industri Fast Fashion: Studi Kasus Uniqlo

The fast fashion industry has grown rapidly by providing trendy and affordable clothing, but it has led to negative environmental impacts, such as increased carbon emissions and textile waste. UNIQLO, as one of the key players in this industry, applies the Net Positive principle to create a positive impact that exceeds its negative effects. By leveraging digital transformation, UNIQLO enhances operational efficiency and transparency in its business. This article discusses UNIQLO's strategy of integrating the Net Positive concept with digital technology. The analysis results show that through supply chain tracking, AI-based inventory management, and consumer education programs, UNIQLO has successfully reduced textile waste, decreased carbon emissions, and increased loyalty among environmentally-conscious consumers. These strategic steps not only help UNIQLO reduce its environmental impact but also strengthen its competitiveness in the global fast fashion market. UNIQLO's approach serves as a real example for other companies in the industry that aim to adopt a sustainable business model, especially in the digital era, which demands innovation and environmental responsibility.

Quantification of Lawsone and p-Phenylenediamine in Natural Henna Products for Hair Colouring Available in Poland.

Henna is a powdered plant material traditionally used for medicinal and cosmetic purposes in Asia and the Mediterranean region. In North America and Europe, however, it is only used to colour the hair and decorate the body. This colouring process is due to the action of the secondary metabolite lawsone, which enables henna to produce orange to red shades of colour. The final colour effect of the henna treatment on the hair depends on many factors, including the amount of lawsone in the product used. Unfortunately, there are also henna products on the market that contain the strong allergen para-phenylenediamine (PPD). Henna products whose manufacturers do not inform consumers about the addition of PPD are a particular problem. The aim of this study was therefore not only the qualitative and quantitative evaluation of lawsone but also of PPD in selected products offered for sale as henna. Since HPLC assays are one of the most sensitive, rapid and reliable methods for the quality control of herbal raw materials, we developed and validated two independent HPLC methods with UV detection for both analytes. We found that only about 60% of the tested cosmetic products were good quality natural products containing not < 0.5% lawsone (the range was between 0.5% and 1.0%). On the other hand, up to 36% of the henna samples contained PPD (the range was between 1% and 9%), and only three out of five of these products were properly labelled. Unfortunately, most of the henna used by Polish consumers comes from online retailers and can be shipped from different regions of the world. It is difficult to adequately control this market. Therefore, proper consumer education and awareness of the risk of PPD exposure when using henna could also be crucial for the prevention and management of PPD allergy.

Salt Contents in Fermented Dairy Products: A Strategic Blueprint for Healthier Intake.

This study aimed to estimate the quantity and trends of salt intake from industrial fermented dairy products, develop strategies to reduce salt content, and inform policymakers on promoting public health through healthier dairy options. A cross-sectional study was conducted on fermented dairy products. Seventy-nine random samples were selected, and the salt (NaCl %) content was determined by potentiometric titration after sample preparation and homogenization; also samples were analyzed for their moisture (oven drying method). Data analysis involved descriptive statistics and one-sample t-test. A comprehensive literature review on salt reduction strategies was also performed proposing a model for an optimized low-salt fermented dairy product. This study found high salt content in many fermented dairy products. Brined cheese had the highest salt level (7.57 g/100 g), while pizza processed cheese had the lowest (1.03 g/100 g). Probiotic yogurts contained less salt (0.29 g/100 g) than regular ones. Other products like doogh (1.04 g/100 g), kefir (0.63 g/100 g), and kashk (2.78 g/100 g) also contributed significantly to salt intake. Most products exceeded recommended salt limits. Consuming just one serving of these products often accounted for a substantial portion of the daily recommended salt intake (WHO: 5 g/day). This research emphasizes the need for reducing salt in fermented dairy products to improve public health. This study highlights the excessive salt content in many fermented dairy products, surpassing recommended daily intake levels. Therefore, to address this public health concern, a multi-faceted approach is necessary. For this purpose, Policymakers should implement stringent monitoring, enforce food labeling, and develop legislation to reduce salt content. Furthermore, the food industry must innovate to reduce salt while maintaining product quality and taste. On the other hand, consumer education and awareness campaigns are crucial for informed choices. Additionally, further research is needed to understand consumer perceptions and the long-term impact of salt-sustainable reduction strategies on dietary habits and public health.

Investigating The Effect Of Cultural Influences And Consumer Behaviour On Product Branding In The Manufacturing Sector In Ghana

This study investigates the effects of cultural influences and consumer behavior on product branding within the manufacturing sector in Ghana. By employing a comprehensive literature review and thematic analysis, the research identifies how cultural values, beliefs, and practices shape consumer preferences and purchasing decisions. Key findings reveal that communal living and collective decision-making significantly influence consumer engagement with brands. Effective branding strategies must align with these cultural values, incorporating local languages, cultural symbols, and community-oriented benefits to enhance trust and loyalty. The study also highlights the challenges faced in branding, such as language barriers, diverse consumption habits, and varied levels of consumer education, necessitating differentiated marketing strategies for urban and rural consumers. The research contributes to the understanding of how Hofstede’s Cultural Dimensions Theory and the Customer-Based Brand Equity (CBBE) model apply in Ghana’s manufacturing sector. It provides actionable insights for practitioners, emphasizing the importance of culturally sensitive branding strategies, the use of digital platforms for real-time consumer engagement, and the role of brand authenticity in building consumer trust. Future research should explore the impact of urbanization and technological advancements on consumer behavior and branding strategies in Ghana.

Sustainable packaging operations: Balancing cost, functionality, and environmental concerns

Sustainable packaging has emerged as a critical focus in the intersection of environmental conservation and operational efficiency, as organizations strive to meet consumer demand for eco-friendly products while maintaining profitability. This study explores the triadic balance of cost, functionality, and environmental concerns in sustainable packaging operations, presenting insights into the strategies and innovations that can drive sustainable practices without compromising economic and practical considerations. Key challenges in sustainable packaging stem from the need to replace traditional materials with eco-friendly alternatives, such as biodegradable, recyclable, and reusable options, while ensuring durability, usability, and affordability. This research highlights the growing importance of lifecycle assessments (LCA) in evaluating the environmental footprint of packaging materials, as well as the integration of circular economy principles to optimize resource utilization. Advanced manufacturing technologies, such as 3D printing and digital design, are discussed for their role in reducing waste and enabling customized packaging solutions. The study also examines the role of collaboration across supply chains to develop cohesive sustainable packaging systems and the importance of consumer education in fostering adoption. Case studies of successful implementations in various industries, such as food and beverage, personal care, and e-commerce, illustrate how companies have innovatively balanced the competing demands of cost, functionality, and environmental sustainability. Furthermore, regulatory pressures and corporate social responsibility (CSR) initiatives are identified as significant drivers of sustainable packaging innovation. This study concludes with a discussion on future trends, including the potential of nanotechnology and smart materials in enhancing packaging performance while minimizing environmental impact. The findings underscore the need for a holistic approach to sustainable packaging that aligns with economic goals, regulatory requirements, and environmental stewardship. By leveraging emerging technologies and fostering cross-industry partnerships, businesses can achieve sustainable packaging operations that support long-term environmental and economic resilience.

The Effects of Filter Ventilation and Expanded Tobacco on the Tar, Nicotine and Carbon Monoxide Yields from Cigarettes Sold in Australia.

Cigarette brand variant names and characteristics such as the taste and feel of the smoke can mislead consumers into believing some products are less harmful. We assessed the characteristics of three common cigarette variants sold in Australia, "gold", "blue" and "red", to determine which characteristics differed by color, and which affected tar, nicotine and carbon monoxide (TNCO) yields. TNCO yields, physical parameters, expanded tobacco and filter ventilation were measured in cigarette color variants from eight brands. Filter ventilation and expanded tobacco were common across brands and variants. Compared to blue and red variants, gold variants had slightly shorter tobacco rods and greater filter ventilation. Gold variants had lower TNCO when measured using the industry-favored International Organization for Standardization (ISO) protocol. ISO-measured TNCO yields were associated with filter ventilation and tobacco rod length, but not use of expanded tobacco. When measured using the Health Canada Intensive (HCI) protocol, which better emulates human smoking behavior, TNCO emissions were markedly higher, and the emission differences by extent of filter ventilation were minimized, indicating that ISO measurements are misleading. These findings confirm that cigarette color names, and the filter ventilation levels they signify, remain misleading more than a decade after plain packaging eliminated pack colors in Australia, as higher levels of filter ventilation are not associated with reduced TNCO emissions measured using the HCI protocol. Consumer education and communication campaigns could amplify the impacts of Australia's newly passed tobacco legislation banning color and other variant names that imply reduced harm.

Recognition of sustainable packaging by consumers of household chemicals

The growing interest of companies in sustainability affects various areas of logistic activities, including packaging. There is a clear tendency among industrial companies to enhance the sustainability of packaging for their products. In doing so, companies contribute not only to the environmental behaviour of society but also to its overall well-being. However, for ultimate success in both business and society, it is important that consumers can recognise and appreciate these packaging efforts. The paper addresses the challenge of identifying sustainable packaging from the perspective of consumers, particularly in relation to the purchase of household chemicals such as detergents and cosmetics. Based on the literature review and focus group discussion, the paper reveals packaging indicators that enable consumers to identify sustainable packaging. A subsequent questionnaire survey involving 400 Czech consumers defines the relative importance of these indicators. Through exploratory factor analysis, the paper identifies six main factors in recognising sustainable packaging, namely graphic design, amount of material, type of material, brand, labelling, and reusability. Furthermore, the paper reveals differences in the perception of sustainable packaging based on the socio-demographic characteristics of consumers. Reusability, type of material, and labelling emerge as the most significant factors in packaging recognition within the Czech consumer market for household chemicals. While the impact of labelling and type of material factors varies depending on the education, age, and environmental inclination of consumers, the reusability factor equally influences all Czech consumers, regardless of gender, age, education, or lifestyle.

The effects of risky behaviors and social factors on the frequency of fraud victimization among known victims

Abstract Background and Objectives Routine activity theory (RAT) asserts that a suitable target’s exposure to a motivated offender in the absence of capable guardians increases their likelihood of crime victimization. We use these principles to assess the extent to which engaging in risky routine activities—e.g., entering sweepstakes drawings, answering unknown calls—is associated with victimization frequency among older adult mass marketing fraud victims across five types of scams: investment fraud, sweepstakes and lottery fraud, romance and family/friend imposter scams, fake products and services, and charity scams. We also examine whether financial and social vulnerability characteristics (loneliness, preference for taking financial risks, financial fragility) are associated with victimization frequency in older adults. Research Design and Methods A survey was administered to households that the United States Postal Inspection Service identified as having recently responded to one or more mail scam solicitations. Respondents answered questions on their behaviors, financial risk preferences, social and demographic characteristics, and number of past year victimization experiences with five types of fraud. Results As predicted based on RAT, routine activities that increase a target’s exposure to motivated offenders are positively associated with fraud victimization frequency, although more frequent online activity was negatively associated with victimization frequency contrary to hypotheses. Precarious financial and emotional states such as financial fragility and loneliness also were associated with greater victimization frequency, and more frequent social engagement and living with others (the presence of capable guardians) had no effect. Discussion and Implications Target suitability factors such as loneliness, financial fragility, and risky financial preferences and behaviors are associated with a higher frequency of fraud victimization among older adults. Consumer education should include information on reducing risky behaviors that can increase fraud exposure. More frequent social engagement may not be protective. Older adults who are financially fragile and experiencing loneliness require more safeguards.

Gaya Konsumtif Gen Z Melalui Akun Tiktok Shop dalam Pembelian Produk Fashion Baju pada Kelas KPI 5D

This research examines the consumptive style of Gen Z through TikTok Shop in purchasing fashion products, especially clothes. The background of the research focuses on the dominance of social media that influences the consumption patterns of the younger generation. The research uses a phenomenological approach to understand students' experiences in shopping at TikTok Shop. Data collection techniques include observation and in-depth interviews. The results show that TikTok Shop utilizes personalization algorithms, creative video content, and massive promotions to attract the attention of Gen Z. Purchasing decisions are often influenced by trends, influencer recommendations, and discounts that create a FOMO (Fear of Missing Out) effect. While offering convenience and an interactive shopping experience, this impulsive consumption pattern poses the risk of product quality disappointment and unplanned spending. The implications of this research highlight the need for consumer education to raise awareness about wise shopping. In addition, industry players are expected to design ethical and sustainable marketing strategies to support more rational consumption behavior.

Building Green Trust: The Influence of Green Perceived Value and Green Product on Purchase Intentions

Transitioning to a low-carbon energy system is essential to achieving Indonesia's net-zero emission target by 2060. Electric motor vehicles are a strategic solution to reducing greenhouse gas emissions, yet their adoption faces challenges in stimulating public interest. This study investigates the impact of green perceived value and green product on green purchase intention, with green trust as a mediating variable, focusing on electric motor vehicle consumers in Palembang City. Using a quantitative approach, primary data was collected through structured questionnaires from 107 respondents selected via purposive sampling. Data analysis employed Structural Equation Modelling (SEM) with Smart-PLS version 3.2.9. Results show that green perceived value and green product positively influence green trust, which in turn enhances green purchase intention. Green trust also mediates the relationship between the independent variables and purchase intention. Practical implications include improving consumer education, ensuring product quality, and implementing sustainability-focused marketing strategies.