Factors Affecting Green Purchase Behavior of Cosmetic Products Among Millennial Consumers in Indonesia

Dwi Dini Pratiwi

Abstract


The industry development of green cosmetic products in Indonesia encourages the prominence of studies related to green purchase behavior. This study aimed to determine the factors encouraging consumers to make green purchase intention which then lead to green purchase behavior for cosmetic products among millennials in Indonesia. Millennials were chosen because nowadays they dominate the population in Indonesia and are the largest users of cosmetic products, so they are considered influential in the cosmetics industry. Besides, millennials are also considered to have the most awareness of environmental issues. This research was conducted by collecting primary data through the distribution of online surveys to 100 people who had purchased green cosmetic products and were millennials seen from their age. Validity and reliability tests were carried out to ensure that the data was suitable for use, followed by the design of the structural model to test the hypothesis. Based on the results of this study, the factor of environmental concern had a significant positive effect on green purchase intention, while the factor of personal norms had no positive effect on green purchase intention. Green purchase intention also had a positive effect on green purchase behavior. The findings in this study can be used as a reference for companies, particularly marketers, to be able to consider environmental aspects in their business processes so that they can increase competitive advantage and as an effort to overcome the issues on environmental sustainability that are being faced at the moment. 

Full Text:

PDF

References


Chaudhary, R. (2018). Green buying behavior in India: an empirical analysis. Journal of Global Responsibility, 9(2), 179–192. https://doi.org/10.1108/jgr-12-2017-0058

Chen, M. F., & Tung, P. J. (2014). Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2013.09.006

Dimock, M. (2019). Defining generations: Where millennials end and generation Z begins. Pew Research Center.

eibn.org. (2019). EIBN Sector Reports Cosmetics. http://indonesien.ahk.de/en/

Hair, J. F., Anderson, R. E., Tatham, R. L. and, & Black, W. C. (2010). Multivariate Data Analysis: A Global Perspective (7th Edition). In Pearson Prentice Hall, New Jersey.

Hu, H. H., Parsa, H. G., & Self, J. (2010). The dynamics of green restaurant patronage. Cornell Hospitality Quarterly. https://doi.org/10.1177/1938965510370564

Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2019). Antecedents of green purchase behavior of cosmetics products: An empirical investigation among Malaysian consumers. International Journal of Ethics and Systems, 36(2), 185–203. https://doi.org/10.1108/IJOES-11-2018-0170

Jansson, J. (2011). Consumer eco-innovation adoption: Assessing attitudinal factors and perceived product characteristics. Business Strategy and the Environment. https://doi.org/10.1002/bse.690

Khare, A. (2015). Antecedents to green buying behaviour: A study on consumers in an emerging economy. Marketing Intelligence and Planning. https://doi.org/10.1108/MIP-05-2014-0083

Kilbourne, W., & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2007.09.016

Kim, S. H., & Seock, Y. K. (2019). The roles of values and social norm on personal norms and pro-environmentally friendly apparel product purchasing behavior: The mediating role of personal norms. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.05.023

Koenig-Lewis, N., Palmer, A., Dermody, J., & Urbye, A. (2014). Consumers’ evaluations of ecological packaging - Rational and emotional approaches. Journal of Environmental Psychology, 37, 94–105. https://doi.org/10.1016/j.jenvp.2013.11.009

Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing Management An Asian Perspective (Seventh Ed). Pearson.

Lin, C. Y., & Syrgabayeva, D. (2016). Mechanism of environmental concern on intention to pay more for renewable energy: Application to a developing country. Asia Pacific Management Review. https://doi.org/10.1016/j.apmrv.2016.01.001

Maichum, K., Parichatnon, S., & Peng, K. C. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability (Switzerland). https://doi.org/10.3390/su8101077

Moser, A. K. (2015). Thinking green, buying green? Drivers of pro - Environmental purchasing behavior. Journal of Consumer Marketing. https://doi.org/10.1108/JCM-10-2014-1179

Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134.

https://doi.org/10.1016/j.jretconser.2015.11.006

Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/10.1016/j.jclepro.2016.09.116

Sahota, A. (2013). Sustainability: How the cosmetics industry is greening up. In Sustainability: How the Cosmetics Industry is Greening Up. https://doi.org/10.1002/9781118676516

Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (11th, glob ed.). In Pearson Australia.

Statista.com. (2019). Share of respondents who believe that nature and environment are very important in their daily life in Indonesia as of September 2019 Share of respondents. Statista Research Department. https://www.statista.com/statistics/1082645/indonesia-perception-on-of-environmental-issues/

Wan, C., Cheung, R., & Shen, G. Q. (2012). Recycling attitude and behaviour in university campus: A case study in Hong Kong. Facilities. https://doi.org/10.1108/02632771211270595

Wilson, N., Theodorus, E., & Tan, P. (2018). Analysis of Factors Influencing Green Purchase Behavior : a Case Study of the Cosmetics Industry in Indonesia. Jurnal Muara Ilmu Sosial, Humaniora, Dan Seni, 2(1), 453. https://doi.org/10.24912/jmishumsen.v2i1.1513

Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics. https://doi.org/10.1016/j.ecolecon.2016.12.019




DOI: https://doi.org/10.22515/relevance.v3i2.2946

Refbacks

  • There are currently no refbacks.