THE INFLUENCE OF EXTERNAL AND INTERNAL FACTORS ON GREEN COSMETIC PURCHASE INTENTION

• Main Author: Harsaning Aziz, Cinira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66712
• Institution: Institut Teknologi Bandung

Environmental issues have become a significant issue in this 21st century. As a response, consumers begin to shift their buying patterns as their awareness rises and firms start to produce green products that align with the demand, including green cosmetics. Despite an existing demand, the overall growth of green cosmetic market value is not as anticipated in the actual practice. Therefore, this study aims to determine the influence of internal and external factors within each individual in an effort to fully comprehend the consumer's intention to buy green cosmetics. This study's discovery is expected to help increase and stimulate consumers' desire to buy green cosmetics. Internal factors observed include perceived consumer effectiveness (PCE), environmental concern (EC), and environmental self-image (SI), while external factors consist of perceived behavioral control (PBC) and green advertisement (GA). Internal factors in the context of this study discuss more about the instinctual inner perception that individuals possess in regard to environmental issues. In contrast, external factors are variables influenced by external causes that exceed the reach of the consumers' control. Furthermore, this study intends to explore the role of green advertisements in indirectly influencing consumers' purchase intention through environmental concern and attitude. An online survey questionnaire was later conducted to collect the data needed for this study. Non probability and judgmental sampling will be employed in this study by limiting only to people who live in Indonesia and have previously purchased green cosmetics before. A total of 202 data that has been collected will be analyzed further using the PLS-SEM method and Smart-PLS version 3. After the data is proven valid and reliable, empirical result findings from the collected data can then be generated. The results demonstrate that there is indeed a supportive association between purchase intention and their external factors, namely perceived behavioral control and green advertisements, when it is mediated by environmental concern. Similarly, there is also a favorable contribution of internal factors in influencing consumers' purchase intentions. This is evidenced by the positive relationship between environmental self-image and purchase intention; perceived effectiveness and consumer purchase intention, mediated by attitude; environmental concern and purchase intention, mediated by attitude. However, green advertisements are the only variable shown to not share any direct and autonomous link with regard to customer purchase intention. As a result, this study encourages firms to concentrate more on making green advertisements a platform to increase consumers' environmental awareness and concern while simultaneously increasing their desire to buy. Adjusting to various online platforms, collaborating with third-party eco-friendly offline stores and online marketplaces, developing advertisements or promotional content that can highlight individuals’ personal contributions, and aligning the products ' features and customers' personal beliefs and values are some of the few things that marketers can do following this study finding as advised by the researcher. Moreover, the conclusions of this research study can be used for further guidance to assist firms and marketers in setting more detailed and precise target markets when marketing their green products. Further, the educational and management implications based on the empirical results of this study are expected to enhance marketers' understanding of how internal and external factors within each individual could improve their green purchase intention. Keywords: Green Cosmetics; Green Purchase Intention; Perceived Behavioral Control; Green Advertisements; Perceived Consumer Effectiveness; Environmental Concern, Environmental Self Image; Attitude