Green Cosmetics : Sejauh Mana Tren Sustainable Beauty Mempengaruhi Niat Pembelian Generasi Muda?
DOI:
https://doi.org/10.29407/nusamba.v10i2.23554Keywords:
Green Cosmetic, Business Sustainability, Sustainability, IntentionAbstract
Research aim: This study was conducted to determine the effect of environmental concern, attitude towards green products, and willingness to pay from users of beauty products from the younger generation in Indonesia on the intention to buy environmentally friendly beauty products.
Approach: This research uses a quantitative approach. Data collection was carried out using an online questionnaire on users of beauty products through the beauty community on social media. The research data was analyzed using SEM-PLS using the Warp PLS 7.0 application.
Research Finding: The results showed a significant positive effect between environmental concern and attitude towards green products. However, the results are not significant in the influence of environmental concern and green purchase intention. This study also found a significant positive effect between attitude towards green product and willingness to pay, the relationship between attitude towards green product and green purchase intention, and the relationship between willingness to pay and green purchase intention.
Theoretical contribution/Originality: This research provides a theoretical contribution through the utilization of sustainable beauty trends in the younger generation who are starting to show increased environmental awareness.
Practitioner/Policy implication: This research contributes to the beauty industry to focus on creating products that have minimal environmental impact, especially for the younger generation target market.
Research limitation: This research is limited to young generation consumers (millennials and generation Z) and the research only focuses on beauty products.
Downloads
References
[1] Joshi Y, Rahman Z. Predictors of young consumer’s green purchase behaviour. Manag Environ Qual An Int J 2016;27:452–72. https://doi.org/10.1108/MEQ-05-2015-0091.
[2] Ali A, Ahmad I. Environment Friendly Products: Factors that Influence the Green Purchase Intentions of Pakistani Consumers. Pakistan J Eng Technol Sci 2016;2:84–117. https://doi.org/10.22555/pjets.v2i1.697.
[3] Jaiswal D, Kant R. Green purchasing behaviour : A conceptual framework and empirical investigation of Indian consumers. J Retail Consum Serv 2018;41:60–9. https://doi.org/10.1016/j.jretconser.2017.11.008.
[4] Sun Y, Wang S. Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific J Mark Logist 2019. https://doi.org/10.1108/APJML-03-2019-0178.
[5] Chaudhary R, Bisai S. Factors influencing green purchase behavior of millennials in India. Manag Environ Qual An Int J 2018;29:798–812. https://doi.org/10.1108/MEQ-02-2018-0023.
[6] Kautish P, Sharma R. Value orientation, green attitude and green behavioral intentions: an empirical investigation among young consumers. Young Consum 2019;20:338–58. https://doi.org/10.1108/YC-11-2018-0881.
[7] Kashi AN. Green purchase intention: A conceptual model of factors influencing green purchase of Iranian consumers. J Islam Mark 2019. https://doi.org/10.1108/JIMA-06-2019-0120.
[8] Singhal A, Malik G. The attitude and purchasing of female consumers towards green marketing related to cosmetic industry. J Sci Technol Policy Manag 2018. https://doi.org/10.1108/JSTPM-11-2017-0063.
[9] Chaudhary R. Green buying behavior in India: an empirical analysis. J Glob Responsib 2018;9:179–92. https://doi.org/10.1108/jgr-12-2017-0058.
[10] Goh SK, Balaji MS. Linking green skepticism to green purchase behavior. J Clean Prod 2016;131:629–38. https://doi.org/10.1016/j.jclepro.2016.04.122.
[11] Khoiriyah S, Toro MJS. Attitude toward green product, willingness to pay and intention to purchase. vol. 19. 2018.
[12] Al Mamun A, Ali Fazal S, Ahmad G Bin, Yaacob MR Bin, Mohamad MR. Willingness to pay for environmentally friendly products among low-income households along coastal peninsular Malaysia. Sustain 2018;10. https://doi.org/10.3390/su10051316.
[13] Mei C, Tang F, Lam D. The role of extraversion and agreeableness traits on Gen Y’s attitudes and willingness to pay for green hotels. Int J Contemp Hosp Manag 2017;29:607–23. https://doi.org/10.1108/IJCHM-02-2016-0048.
[14] Kirmani MD, Khan MN. Decoding willingness of Indian consumers to pay a premium on green products. South Asian J Bus Stud 2018;7:73–90. https://doi.org/10.1108/SAJBS-11-2016-0091.
[15] Kumar T, Kumar A, Jakhar S, Luthra S, Arturo Garza-Reyes J, Kazancoglu I, et al. Social and environmental sustainability model on consumers ’ altruism , green purchase intention , green brand loyalty and evangelism. J Clean Prod 2020;243:118575. https://doi.org/10.1016/j.jclepro.2019.118575.
[16] Wang L, Pong P, Wong W, Alagas EN. Antecedents of green purchase behaviour : an examination of altruism and environmental knowledge. Int J Cult Hosp Res 2019. https://doi.org/10.1108/IJCTHR-02-2019-0034.
[17] Handayani W, Prayogo RA. Green Consumerism : an Eco-Friendly Behaviour Form Through The Green Product Consumption and Green Marketing. Sinergi 2017;7:25–9.
[18] Laroche M, Bergeron J, Barbaro-forleo G. Targetting Consumers Who Are Likely To Pay More for Ethical Products. J Consum Mark 2001;18:503–20.
[19] Dahlstrom R. Standards-Book- Green marketing management. 2011.
[20] Ahmad W, Zhang Q. Green purchase intention: Effects of electronic service quality and customer green psychology. J Clean Prod 2020;267:122053. https://doi.org/10.1016/j.jclepro.2020.122053.
[21] Chen K, Deng T. Research on the green purchase intentions from the perspective of Product knowledge. Sustain 2016;8. https://doi.org/10.3390/su8090943.
[22] Breidert C. Estimation of Willingness-to-Pay. DUV, 2006. https://doi.org/10.1007/978-3-8350-9244-0.
[23] Baiquni AM, Ishak A. The green purchase intention of Tupperware products: the role of green brand positioning. J Siasat Bisnis 2019;23:1–14. https://doi.org/10.20885/jsb.vol23.iss1.art1.
[24] Hair Jr J, Hult GT, Ringle C, Sarstedt M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2016.
[25] Sholihin M, Ratmono D. Analisis SEM-PLS dengan WarpPLS 3.0. Yogyakarta: Andi Offset; 2013.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Novita Novita, Imori Kamul
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- The author grants the journal, the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
How to Cite
