Antesenden dan Konsekuensi Purchase Intention Pada Product Green Cosmetic Local

Indah Kirana Ayunda; RR Dyah Astarini; Clement Constantine

doi:10.31004/riggs.v4i4.4512

Authors

Indah Kirana Ayunda Universitas Trisakti
RR Dyah Astarini Universitas Trisakti
Clement Constantine Universitas Trisakti

DOI:

https://doi.org/10.31004/riggs.v4i4.4512

Keywords:

Cosmetic Orientation, Conspicuous Consumption, Environmental Consciousness, Sustainable Cosmetic Consumption Attitude, Purchase Intention, Purchase Behavior

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh cosmetic orientation, conspicuous consumption, environmental consciousness, dan sustainable cosmetic consumption attitude terhadap purchase intention, serta menguji peran purchase intention dalam membentuk purchase behavior pada konsumen produk green cosmetic lokal di Indonesia. Urgensi penelitian ini didasarkan pada masih lebarnya attitude–behavior gap dalam konsumsi produk berkelanjutan, khususnya di industri kosmetik, di mana meningkatnya kesadaran dan sikap positif konsumen terhadap produk ramah lingkungan belum sepenuhnya tercermin dalam perilaku pembelian aktual. Penelitian ini menggunakan pendekatan kuantitatif dengan metode purposive sampling untuk menjaring responden yang pernah menggunakan produk green cosmetic lokal. Data dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa cosmetic orientation dan sustainable cosmetic consumption attitude berpengaruh positif dan signifikan terhadap purchase intention. Sebaliknya, conspicuous consumption dan environmental consciousness tidak terbukti memiliki pengaruh positif terhadap purchase intention. Selain itu, purchase intention terbukti menjadi prediktor paling kuat dalam membentuk purchase behavior konsumen. Temuan ini mengindikasikan bahwa sikap dan orientasi personal terhadap kosmetik memiliki peran yang lebih dominan dibandingkan kesadaran lingkungan semata dalam mendorong niat beli produk kosmetik berkelanjutan. Secara praktis, penelitian ini memberikan implikasi bagi industri kosmetik lokal untuk merancang strategi pemasaran hijau yang lebih persuasif dengan menekankan aspek cosmetic orientation dan penguatan sustainable cosmetic consumption attitude guna meningkatkan purchase intention serta mendorong purchase behavior yang berkelanjutan.

Downloads

Download data is not yet available.

References

Al Mamun, A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6). https://doi.org/10.1016/j.heliyon.2023.e16765

Apaolaza, V., Policarpo, M. C., Hartmann, P., Paredes, M. R., & D’Souza, C. (2023a). Sustainable clothing: Why conspicuous consumption and greenwashing matter. Business Strategy and the Environment, 32(6), 3766–3782. https://doi.org/10.1002/bse.3335

Apaolaza, V., Policarpo, M. C., Hartmann, P., Paredes, M. R., & D’Souza, C. (2023b). Sustainable clothing: Why conspicuous consumption and greenwashing matter. Business Strategy and the Environment, 32(6), 3766–3782. https://doi.org/10.1002/bse.3335

Astuti, R. D., Jatiningrum, W. S., & Sumargiyani, S. (2024). FAKTOR YANG BERPERAN DALAM MENDORONG MINAT PEMBELIAN POPOK RAMAH LINGKUNGAN. JISI: Jurnal Integrasi Sistem Industri, 11(2), 213–226. https://doi.org/10.24853/jisi.11.2.213-226

Aydın, H., & Ünal, S. (2016a). A Study on the Effects of the Consumer Lifestyles on Sustainable Consumption. Inquiry, 1(2). https://doi.org/10.21533/isjss.v1i2.30

Aydın, H., & Ünal, S. (2016b). Green consumption: A study on consumers’ attitude toward eco-friendly cosmetic products. International Journal of Consumer Studies, 40(5), 536–548.

Ayoun, S., & Schmitz, S. (2024). Green consumer orientation in cosmetic sector: construct definition, measurement scale development, and validation. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2316922

Benyamin, B., & Siagian, D. (2021). Why environmental consciousness does not affect intention to buy? Jurnal Ekonomi Perusahaan, 28(2), 52–56. https://doi.org/10.46806/jep.v28i2.832

Birch, D., Memery, J., & Kanakaratne, M. (2019). The attitude–behaviour gap in sustainable consumption: Evidence from the UK. International Journal of Consumer Studies, 43(5), 1–13. https://doi.org/10.1111/ijcs.12504

Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97(1), 139–158. https://doi.org/10.1007/s10551-010-0501-6

Carrión Bósquez, N. G., Arias-Bolzmann, L. G., & Martínez Quiroz, A. K. (2023). The influence of price and availability on university millennials’ organic food product purchase intention. British Food Journal, 125(2), 536–550. https://doi.org/10.1108/BFJ-12-2021-1340

Chanda, A., Roy, S., & Debnath, R. (2024). Exploring environmental consciousness as a driver of green purchasing behavior. Environmental Science and Pollution Research, 31, 55497–55508.

Chanda, R. C., Isa, S. M., & Ahmed, T. (2024). Factors influencing customers’ green purchasing intention: evidence from developing country. Journal of Science and Technology Policy Management, 15(5), 1056–1084. https://doi.org/10.1108/JSTPM-03-2022-0044

Costa, C., Manika, D., & Andreu, L. (2021). Bridging the green attitude–behavior gap: The role of green consumption values and eco-label awareness. Journal of Business Research, 128, 603–614. https://doi.org/10.1016/j.jbusres.2021.01.061

De Canio, F., Martinelli, E., & Endrighi, E. (2020). Enhancing consumers’ pro-environmental purchase intentions: the moderating role of environmental concern. International Journal of Retail and Distribution Management, 49(9), 1312–1329. https://doi.org/10.1108/IJRDM-08-2020-0301

Dimitrova, T., Ilieva, I., & Angelova, M. (2022). Exploring Factors Affecting Sustainable Consumption Behaviour. Administrative Sciences, 12(4). https://doi.org/10.3390/admsci12040155

Essiz, O., Yurteri, S., Mandrik, C., & Senyuz, A. (2023). Exploring the Value-Action Gap in Green Consumption: Roles of Risk Aversion, Subjective Knowledge, and Gender Differences. Journal of Global Marketing, 36(1), 67–92. https://doi.org/10.1080/08911762.2022.2116376

Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behavior and future research directions. International Strategic Management Review, 3(1–2), 128–143.

Kim, N., & Lee, K. (2023). Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context. International Journal of Environmental Research and Public Health, 20(7). https://doi.org/10.3390/ijerph20075312

Kumar, V., Sharma, K. V., Caloiero, T., Mehta, D. J., & Singh, K. (2023). Comprehensive Overview of Flood Modeling Approaches: A Review of Recent Advances. In Hydrology (Vol. 10, Issue 7). Multidisciplinary Digital Publishing Institute (MDPI). https://doi.org/10.3390/hydrology10070141

Laporan kinerja industri kosmetik nasional. (2023). In Kementerian Perindustrian Republik Indonesia. https://kemenperin.go.id/

Ledesma, J. (2022). Determinants of consumer preference for eco-friendly cosmetic products. International Journal of Marketing Studies, 14(1), 45–58.

Limbu, Y. B., Shrestha, R., & Poudel, S. (2023). Consumer perception and purchase intention toward organic cosmetic products. Sustainability, 15(6), 5123. https://doi.org/10.3390/su15065123

Madzunya, N., Viljoen, K., & Cilliers, L. (2021). South African Journal of Information Management. https://doi.org/10.4102/sajim

Margariti, C., Lukesova, H., & Gomes, F. B. (2024). Advanced Analytical Techniques for Heritage Textiles. In Heritage Science (Vol. 12, Issue 1). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1186/s40494-024-01509-6

Moslehpour, M., Chau, K. Y., Du, L., Qiu, R., Lin, C. Y., & Batbayar, B. (2023). Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. Economic Research-Ekonomska Istrazivanja , 36(2). https://doi.org/10.1080/1331677X.2022.2121934

Nezakati, H., Mya Thwe, S., Augustine Lafontaine, M., & Hossein Nezakati, A. (2021). Proposing Influencing Factors to Increase Purchase Intention Through Sustainable Brand Trust in the Green Cosmetics Context. In Journal of Marketing Management and Consumer Behavior (Vol. 3). https://www.researchgate.net/publication/354178155

Patiño-Toro, J. P., Restrepo, M., & Botero, J. (2024). Consumer attitude, environmental values, and purchase intention of green cosmetic products. Sustainability, 16(2), 824.

Septiani, J. S., Hakim, D. L., Rahmiati, F., Amin, G., & Mangkurat, R. S. B. (2024). factors influence on consumers purchase intention and purchase decisions of organic food in Indonesia. Bioculture Journal, 2(1). https://doi.org/10.61511/bioculture.v2i1.2024.877

Sharma, A., Singh, R., & Gupta, P. (2023). Environmental implications of cosmetic industry waste: A review of sustainability challenges and opportunities. Journal of Cleaner Production, 415, 137763. https://doi.org/10.1016/j.jclepro.2023.137763

Sharma, K., Aswal, C., & Paul, J. (2023). Factors affecting green purchase behavior: A systematic literature review. Business Strategy and the Environment, 32(4), 2078–2092. https://doi.org/10.1002/bse.3237

Stagia, P. (2020). Social identity, sustainability perception, and green conspicuous consumption. Sustainability, 12(14), 5670.

Taufique, K. M. R., Polonsky, M. J., Vocino, A., & Siwar, C. (2019). Measuring consumer understanding and perception of eco-labelling: Item selection and scale validation. International Journal of Consumer Studies, 43(3), 298–314. https://doi.org/10.1111/ijcs.12510

Wei, S., Ang, T., & Jancenelle, V. E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. Journal of Retailing and Consumer Services, 45, 230–238. https://doi.org/10.1016/j.jretconser.2018.08.015

Zhao, H., Wang, J., & Deng, Q. (2021). Consumer green purchasing behavior in emerging markets: The moderating role of environmental concern. Journal of Cleaner Production, 320, 128818. https://doi.org/10.1016/j.jclepro.2021.128818

Ziesemer, F., Brach, S., & Wagner, T. (2021). The effects of green conspicuous consumption on moral identity and social signaling. Psychology & Marketing, 38(9), 1494–1508.