GREEN MARKETING TOOLS IMPACT ON PURCHASE INTENTION OF BEAUTY PRODUCTS IN INDONESIA’S LOCAL BRANDS

• Main Author: Selena Azzahra, Kamilia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67171
• Institution: Institut Teknologi Bandung

With the increasing global environmental challenges and the emergence of green consumerism, including in Indonesia, promoting sustainable consumer behavior is something that local brands consider. This research aims at extending the understanding of consumers’ purchase intention of beauty products from local brands that use green marketing tools. With a theoretical starting point in theories of green marketing tools and the theory of planned behavior, a total of five hypotheses and sub-hypotheses were formulated to answer the research question of how green marketing tools can be used to affect consumers’ purchase intention. Central concepts in the study’s constructed conceptual framework are green marketing tools that represent environmental advertisement, eco-brand, eco-label, and green packaging. A quantitative approach through an online survey questionnaire generated responses from a sample of 494 respondents and the data was subsequently examined through statistical analysis using SPSS 26. The research revealed that green marketing tools influence consumers’ purchase intention, especially eco-brands compared to other tools whereas environmental advertisement increases the likeness of consumers towards the brand. This study will improve the understanding of the green marketing tools dimension which had a significant positive impact on Indonesian consumers’ purchase intention and provides implications on how local beauty brands can use the insights generated by the study when developing green marketing strategies for their products. Keywords: Green Marketing Tools, Eco-Brand, Eco-Label, Green Packaging, Purchase Intention, Indonesia Beauty Industry