Sustainable Beauty: Pengaruh Eco-Label, Product Attributes, Perceived Consumer Effectiveness (PCE), dan Environmental Awareness terhadap Green Purchase Behavior
نویسندگان
چکیده
Meningkatnya pencemaran lingkungan serta adanya urgensi untuk meningkatkan kepedulian masyarakat Indonesia, menyebabkan perusahaan turut berkontribusi melalui penerapan green marketing. Sementara itu, sektor kosmetik di Indonesia saat ini sedang tumbuh signifikan. Green marketing juga diimplementasikan pada industri tersebut dengan munculnya berbagai merek lokal yang mengusung konsep sustainable beauty. Gen Z menjadi salah satu faktor pendorong booming-nya Indonesia. Maka, pelaku bisnis beauty perlu mengetahui faktor-faktor dianggap berpengaruh terhadap purchase behavior Z. Penelitian mengidentifikasi beberapa berpengaruh, survei 335 responden dilakukan kuesioner daring dan data dianalisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukan bahwa mempengaruhi produk cosmetics adalah eco-label, PCE, environmental attitude, ecological affection. menunjukkan affection dapat baik secara langsung PCE ataupun attitude terlebih dahulu.
منابع مشابه
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ژورنال
عنوان ژورنال: Inobis
سال: 2022
ISSN: ['2614-0462']
DOI: https://doi.org/10.31842/jurnalinobis.v6i1.263