This study aims to analyze the effects of Green Perceived Value and Green Trust on Green Purchase Intention, with Green Attitude as a mediating variable among Generation Z consumers of Cottonink. The study is theoretically grounded in the Theory of Planned Behavior, the Green Marketing Framework (Ottman), and Sustainability Marketing Theory (Belz & Peattie). A quantitative explanatory approach was employed using an online survey with a 5-point Likert-scale questionnaire. The respondents were Generation Z consumers aged 19–28 who were familiar with or had purchased Cottonink products. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine direct and indirect relationships among the variables. The results show that Green Perceived Value and Green Trust have positive and significant effects on Green Attitude, while Green Attitude has a positive and significant effect on Green Purchase Intention. In contrast, Green Perceived Value and Green Trust do not have significant direct effects on Green Purchase Intention. The mediation analysis shows that Green Attitude significantly mediates the relationships between Green Perceived Value and Green Purchase Intention and between Green Trust and Green Purchase Intention. These findings indicate that positive consumer attitudes play an important role in translating perceived green value and trust into purchase intention toward sustainable fashion products.