THE INFLUENCE OF ECO-LABELLING TO SKINCARE PURCHASE INTENTION

• Main Author: Hilmi Hadi, M.
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64486
• Institution: Institut Teknologi Bandung

Over the past years, environmental concern has become a crucial issue in society. This concern promotes the rise of the green movement that aims to prevent further damage to the environment. Along with the rise of the movement, the method on how to answer it also developed, one of which is ecolabel. Ecolabel is a method to identify how environmentally friendly products is, and it also creates a positive perception. However, the study that explores the association between ecolabel and purchase intention is still limited in Indonesia. This study aims to investigate the impact of ecolabel on skincare products purchase intention in Indonesia and also to test the moderator effect of environmental knowledge. The research found that ecolabels are positively affecting consumer behaviour; it has a 24.9% influence on the purchase intention of skincare. It indicates that the usage of ecolabels would drive consumer purchase intention. This result aligned with Rashid (2019), showing that consumers would react positively to ecolabels due to the environmental aspects they offered. With that results, probably a product with a similar characteristic that applied ecolabels could influence the consumer purchase intention. It was also found that environmental knowledge increases the eco-labelled skincare purchase intention by 7.5% compared to those without environmental knowledge. It showed that people with environmental knowledge would have a higher purchase intention.