This study explores how Indonesia’s Green Country Image influences consumer behavior in the Skincare industry by examining its impact on Green Brand Image and, subsequently, on Green Trust. These mediating factors are proposed to strengthen Green Brand Equity, which ultimately drives Green Purchase Intention. Using a quantitative approach, data were collected through an online survey of Indonesian skincare consumers and analyzed using structural equation modeling via SmartPLS. The expected results indicate that a strong Green Country Image positively affects Green Brand Image, which boosts Green Trust and Green Brand Equity—factors that lead to higher Green Purchase Intention. This study contributes a fresh perspective by linking national-level sustainability perceptions to brand-level consumer behavior in a developing market. Practically, it suggests that companies can enhance customer loyalty and competitive edge by aligning with a country's environmental reputation, such as promoting sustainable ingredients or certifications. It also opens opportunities for collaboration between eco-conscious brands and policymakers to co-promote national green initiatives for greater impact.