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Indonesia is facing challenges related to the increasing volume of waste due to the continuous growth in waste production. One of the main contributors to this waste is cosmetic products, which are often packaged in non-biodegradable materials. However, with the growing awareness of environmental issues, green consumer behavior and green marketing campaigns have emerged. This research aims to analyze the influence of green marketing campaigns on cosmetic products on brand image, purchase intention, and green consumer behavior in Bogor City. Additionally, this research also aims to explore policy implementation to enhance green consumer behavior. The research methodology includes collecting quantitative and qualitative data through surveys and in-depth interviews. The results of the analysis using Structural Equation Modeling (SEM) reveal that green marketing campaigns have a positive and significant influence on brand image, purchase intention, and green consumer behavior. In the context of policy implementation, three indicators emerge as key factors in enhancing green consumer behavior, namely product characteristics, perceived product confidence, and pricing strategies. Therefore, marketing strategies that focus on environmental values and sustainability can play a crucial role in influencing consumer behavior towards more environmentally-friendly actions. Implementing policies that reflect these aspects can strengthen efforts to encourage responsible consumer behavior towards the environment.

Brand Image; Cosmetic; Purchase Intention; Green Consumer Behavior; Green Marketing