STUDY OF PERCEPTION AND ATTITUDE TOWARDS GREEN MARKETING OF INDONESIAN COSMETICS CONSUMERS

• Main Author: Adhyaningrum S, Karissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72368
• Institution: Institut Teknologi Bandung

In Indonesia, the demand for cosmetics is soon to arise further over the coming years. Claims are that there has been an average annual increase of 9.67% of the years 2010-2015. A global phenomenon in business also has shown that cosmetics companies are shifting towards green movement and sustainability. 64% of Indonesian consumers are said to be prepared to spend extra for products and services that come from companies that represent eco-friendly practices. There has not yet been any highlight regarding the profile of green consumer in Indonesia and how they perceive the shift of cosmetics companies toward green movement. This research aims to investigate the perception of Indonesian consumers towards green marketing in cosmetic products and practices, measure the environment friendly attitudes and the relationships between perceived importance towards attitude, as well as identify green consumer segments within the Indonesian Cosmetics Industry. An online questionnaire was distributed to 384 respondents, all female inhabitants of Jakarta and Bandung between the ages 16-50, by non-probability purposive sampling. The data was analyzed using factor analysis, multiple linear regression, MANOVA and cluster analyses. A six cluster-solution was identified by variables influenced by Ottman’s deep-green subsegments and attitude towards green values. Results show that perceived importance of green corporate practices and green marketing mix has influence towards attitude towards green values.