Corresponding Author: Nindiana
Widiantari
E-mail: [email protected]
INTRODUCTION
The increasing environmental degradation, climate
change, and crises leading to changes in consumer behavior in society have
raised the demand for sustainable products, with the goal of ensuring safe and
healthy living conditions for the current and future generations (IPCC, 2022).
In recent years, there have been changes in consumer behavior due to global
environmental changes (ECHCHAD & GHAITH,
2022). Changes in consumer behavior, with a preference for
sustainable green products, have also occurred in Indonesia. According to a
survey conducted by Katadata Insight Center (KIC) in 2021, it was found that
the level of Indonesian public approval for sustainable product consumption
reached a score of 6.54 (on a scale of 10).
This change in consumer behavior aligns with the goals
of the Sustainable Development Goals (SDGs), particularly SDG 12, which aims to
makin the consumption and production pattern more sustainable. Unsustainable
consumption and production patterns are the root causes of the crises that the
Earth is currently experiencing, including climate change, loss of
biodiversity, and pollution (Agostoni et al., 2023). This fact indicates that changes in consumer
behavior have a crucial impact on achieving sustainable development goals.
Sustainable consumption and production are not limited to a single business
sector; rather, all business sectors should engage in sustainable practices
(Hasan et al., 2019). One of the industries that has become a primary necessity
in people's daily lives is the cosmetics industry.
The cosmetics industry is one of the essential
industries for economic growth (Tiscini et al., 2022). According to the latest data from the Future Market
Insights (FMI, 2023), the market of green cosmetics is estimated to reach US$
48.4 billion in 2023. The green cosmetics sector is also expected to increase
at a Compound Annual Growth Rate (CAGR) of 5.1% from 2023 to 2033. FMI explains
that this growth is driven by several factors, including increased consumer
awareness of the importance of using products with natural ingredients, growing
demand for organic (plant-based) products, and the increased availability of
natural cosmetics in various retail outlets worldwide.
Consumer motivation to prefer natural and green
cosmetic products is also supported by several other factors. According to (Liobikienė &
Bernatonienė, 2017) health consciousness is one of the essential factors
in choosing sustainable green cosmetic products.
The increasing awareness of Indonesian society regarding
green cosmetic products indicates a high opportunity for companies that embrace
the concept of green cosmetic products. This is also supported by data from
Statista (2023), which states that the revenue projection for the green
cosmetic market from 2019 to 2023 continues to increase, with estimates that
this trend will persist until 2028. Given this background and considering the
phenomenon of changing consumer behavior and the rapid growth of the green
cosmetic market in Indonesia, it is crucial for companies in the cosmetic
industry to understand the factors influencing consumer purchase intent for
green cosmetic products.
Environmental Knowledge
Attitude is the expression of an individual's feelings
that reflects their liking or disliking of a particular object or group of
objects. An individual's attitude is the result of psychological processes that
cannot be directly observed but must be inferred from what is said and done (Indriani et al., 2019). According to (G. A. Kumar, 2021), environmental knowledge is one of the important
variables to understand consumer's green behavior. Accordting to earliest
studies (Indriani et al., 2019); (Faize & Akhtar,
2020); (Shimul et al., 2022), environmental knowledge is positively had a positive
significant effect on environmental attitude. In addition, basic information
and sufficient knowledge of environmental issues can motivate consumers to
their attitudes towards purchasing sustainable products (Shimul et al., 2022).
H1: Environmental Knowledge has a positive and significant effect on
environmental attitude
Health Consciousness
According to Nagaraj, (2021) the evolving consumer
behaviour, characterised by an increasing emphasis on environmental
consciousness, is closely linked to consumers' favourable views towards organic
products. These attitudes are contingent upon the safety, quality, and health
dimensions associated with the consumption of such products. The COVID-19
pandemic that transpired in 2020 exerted a notable influence on individuals'
understanding of public health in their day-to-day endeavours (Ishibashi &
Taniguchi, 2022).
According to the research conducted by (Jameel &
Ferdinando, 2022), persons who possess a heightened awareness of health
and environmental concerns acknowledge the substantial influence of their
consumer behaviour on both personal well-being and the natural environment. As
a result, individuals proactively pursue knowledge regarding the constituents
employed in goods that possess the capacity to negatively impact both human
well-being and the natural ecosystem.
According to (Ghazali et al., 2017), there is a prevailing consumer perception that green
cosmetics offer superior benefits to their health and are considered to be
safer compared to conventional cosmetics. Organic cosmetics are known to
provide a holistic approach to well-being by using components that offer
advantageous properties for both the body and skin. Furthermore, (Han & Chung, 2014) observed a noteworthy correlation between health
benefits and the consumer's inclination to purchase green or organic items.
H2: Health consciousness has a positive and significant effect on
environmental attitude
Theory of Planned Behaviour
����������� The Theory of Planned
Behavior, first introduced by Ajzen in 1985, consists of four factors that
describe behavior: (a) attitude, reflecting favorable or unfavorable judgments;
(b) subjective norm, representing the perceptions of individuals or social groups
about the behavior to be performed; (c) perceived behavioral control,
describing the likelihood, ease, or difficulty of performing an action; and (d)
purchase intention, depicting the consumer's strength to make a decision or
take action (Ajzen, 1991.). The TPB model allows for modifications and the
addition of predictive variables to enhance the influence of its main variables
(Ogiemwonyi, 2022). Therefore, this model can be used to observe and
explain environmentally friendly behavior (Choi & Johnson,
2019). Several studies have applied the Theory of Planned
Behavior as a model to predict green behavior (Nekmahmud et al.,
2022); (Ogiemwonyi, 2022); (Shimul et al., 2022).
Perceived Behavioral Control
Perceived behavioural control, as conceptualised in
the context of individual behaviour, pertains to the extent of an individual's
perspective, capability, and available opportunities to engage in a certain
behaviour. According to (Aydin & Aydin,
2022), the likelihood of individuals exhibiting increased
behavioural intentions towards a specific behaviour is positively influenced by
their perception of having a satisfactory level of control. Based on the
aforementioned definition, it can be inferred that perceived behavioural
control refers to people' perspective, ability, and opportunities in relation
to the degree of behavioural performance. The presence of a significant degree
of personal control over a certain behaviour has a direct influence on an individual's
behavioural goals. The research conducted by (Nekmahmud et al.,
2022)yielded noteworthy findings regarding the impact of
green buying intention on both European and non-European tourists in relation
to their interest in environmentally friendly items or services. Nevertheless,
the research conducted by (Shimul et al., 2022) revealed that perceived behavioural control did not
exert a statistically significant impact on the intention to purchase green
cosmetic goods in South Africa. This phenomenon may arise from consumers'
perceived lack of substantial access to resources that would empower them to
make informed judgements regarding the acquisition of environmentally friendly
cosmetic items.
H3: Perceived behavioral control has a positive and significant effects on
green purchase intention
Subjective Norm
����������� Subjective norm explains
how individuals feel about the social pressure they experience regarding
specific behaviors from significant relevant people such as family, friends,
and colleagues (Paul et al., 2016). Social pressure experienced by consumers from others
for environmentally friendly behavior influences purchase intention to align
with the expectations of others (Van Tonder et al.,
2023). Based on the definition above, it can be concluded
that subjective norm is the social pressure perceived by individuals from
significant relevant people such as family, friends, or colleagues regarding
behavior, whether it is environmentally friendly behavior carried out by the
individual. Previous research conducted by (Shimul et al., 2022) showed that subjective norm is the strongest variable
with a significant positive influence on the green purchase intention of South
African consumers for green cosmetics. Additionally, the study conducted by (Nekmahmud et al.,
2022) also stated that there is a significant positive
influence between subjective norm and green purchase intention among European
and non-European tourists when traveling.
H4: Subjective norm has a positive and significant effects on green
purchase intention
Environmental Attitude
����������� The role of attitude is a
pivotal aspect in multiple theories that seek to comprehend human behaviour (P. Liu et al., 2020). The influence of attitude on intention, therefore
impacting behaviour, is a significant factor to consider. (J. Wang et al., 2021) propose that there is a positive correlation between
attitude and individual behaviour. This study aims to examine the green
purchase intention of the Indonesian people in relation to green cosmetics. The
comprehension and actual application of attitudes towards the use of
environmentally friendly items are vital, as opposed to solely adhering to
idealistic notions (Pandey & Yadav,
2023). Hence, it is imperative to take into account the
inclusion of environmental elements when examining consumer attitudes. As
highlighted by (Dlamini et al., 2021), consumer attitudes towards the environment have the
potential to significantly impact behaviour, particularly in terms of the
intention to purchase green or sustainable items. The research conducted by (Shimul et al., 2022) revealed that attitude plays a crucial role in
shaping the green purchasing intention of South African consumers towards green
cosmetics, with a notable beneficial impact. Furthermore, (Nekmahmud et al.,
2022) assert that there exists a noteworthy positive
correlation between environmental mindset and sustainable consumption among
both European and non-European tourists.
H5: Environmental attitude has a positive and significant effects on green
purchase intention
Theory of Consumption Value
����������� The Theory of Consumption
Value was initially proposed by (Sheth et al., 1991). This theory centres on the identification of
consumption value and the decision-making process of consumers in relation to
the purchase, utilisation, or non-utilization of specific products. This theory
posits that consumer behaviour is influenced by five distinct elements, namely
functional value, social value, emotional value, epistemic value, and
conditional value. Numerous prior studies have employed the Theory of
Consumption Value as a framework for assessing consumer behaviour in relation
to environmentally friendly items (Amin & Tarun,
2021); (H. Liu et al., 2021); (Nekmahmud et al.,
2022)).
Epistemic Value
����������� Epistemic value is related
to consumption and influences purchase intentions through the benefits,
novelty, or information provided by a product. Consumers are interested in
innovative, new, and abundant products or services (Chi et al., 2021). According to (H. Wang et al., 2019), when consumers want to buy environmentally friendly
products for the first time, they will evaluate them based on their information
about the product. If consumers lack information about the product, they may
not purchase environmentally friendly products. Therefore, information about
green products can influence consumer behavior. In previous studies on the
impact of epistemic value on green purchase intention, (Nekmahmud et al.,
2022) found a positive influence, although not a very
strong relationship between epistemic value and green purchase intention.
However, in a study conducted by (Syahrul &
Mayangsari, 2020), a significant positive relationship was found
between epistemic value and the motives of Indonesian women in choosing natural
cosmetic products.
H6: Epistemic value has a positive and significant effect on green purchase
intention
Functional Value (Price)
����������� According to (Ahn & Back, 2019), functional value comprises values desired by
consumers, such as comfort, quality, and others. Functional value is the value
derived from product attributes that provide functional utility, directly
perceived by customers (Anwar et al., 2019). Price is the amount of money consumers must pay to
obtain the right to use a product (Hawkins, 2020). Thus, it can be concluded that functional value
price represents the value or benefits perceived or obtained by consumers in
relation to the amount of money paid for using a product. In the research
conducted by (Nekmahmud et al.,
2022), it is stated that there is a significant positive
influence of functional value price on green purchase intention for sustainable
products. This is further supported by the study conducted by (Hartanto et al., 2023), which states that functional value has a significant
positive influence on the intention to purchase green products. Additionally, (Yulia & Untoro,
2016) found results in their research that suggest
functional value price has a significant positive influence on the intention to
repurchase green products.
H7: Functional value price has a positive and significant effects on green
purchase intention
Social Value
����������� The idea of social value
refers to the manner in which consumers perceive a product's ability to boost
their social self-image (Y. Zhang et al., 2020). The concept of social value refers to the perceived
and acquired benefits that individuals derive from their affiliation with one
or more particular social groupings (Anwar et al., 2019). The present analysis leads to the inference that
social value refers to the perceived advantages or usefulness derived from the
alternative affiliation with one or more particular social collectives in
relation to the manner in which a product augments their social self-concept.
The study conducted by (Nekmahmud et al.,
2022) revealed a noteworthy positive impact of social value
on the intention to purchase sustainable products with green attributes.
H8: Social value has a positive and significant effects on green purchase
intention
Emotional Value
����������� The concept of emotional
value pertains to the worth that emerges from the emotional and affective
reactions of consumers subsequent to their acquisition of a product (Y. Zhang et al., 2020). (H. Liu et al., 2021) suggest that emotional value refers to the extent to
which a product can elicit emotions or affective states, typically assessed by
the emotions linked to a certain product. In accordance with the findings of (Asshidin et al., 2016), emotional value refers to the advantageous outcome
that individuals obtain when they encounter novel or distinct experiences (Hartanto et al., 2023) conducted a study that revealed a noteworthy
favourable impact of emotional value on the propensity to purchase green items.
In a recent empirical investigation conducted by (Nekmahmud et al.,
2022), a noteworthy association was observed between
emotional value and purchasing intention for sustainable items.
H9:
Emotional value has a positive and significant effects on green purchase
intention
Conditional
Value
����������� Conditional value,
according to (Chi et al., 2021), is the value that manifests in many circumstances
and hence gives rise to various concerns. The concept of conditional value is
derived from external factors that are associated with the various alternative
choices that are available to individuals. These external factors can include
discounts, promotions, and other similar incentives. It is important to note
that these conditions are often unpredictable in nature, as highlighted by (Sheth et al., 1991). Purchase intention for green products is
significantly positively influenced by conditional value, according to research
by (Lin & Huang, 2012). Furthermore, the study conducted by (Nekmahmud et al.,
2022) demonstrates that conditional value exerts a
substantial and favourable impact on consumers' propensity to purchase
sustainable items.
H10: Conditional value has a positive and significant effects on green
purchase intention
Green Purchase Intention
����������� According to (Nur et al., 2021), green purchase intention is defined by experts as
the desire and interest of consumers to seek products or services from
companies engaged in environmentally friendly production activities and
primarily focused on environmental factors. It also assesses how far consumers
will purchase products or services from companies with an environmentally
friendly reputation (L. Zhang et al., 2018). Green Purchase Intention is also a concept that
encompasses how the interest of consumers in green products is measured based
on their attraction to products that do not have negative effects on the
environment and products that are organic and recyclable. This will generate
the desire for consumers to start replacing regular products with
environmentally friendly products to prevent environmental damage in the future
(Ma et al., 2018). Based on the definitions, green buying intention is
the tendency of consumers to buy environmentally friendly items and services.
This preference extends beyond product recyclability to a company's production
practises and reputation. The goal of green purchase intention is to prioritise
short- and long-term environmental sustainability.
METHOD
This research
employs a quantitative method because it provides answers to formulated
problems through a hypothesis model and constitutes a mathematically based form
of evidence. According to (Creswell & Creswell,
2017), quantitative research is defined as an approach for
testing objective theories by examining the relationships between variables.
The population in this study consists of consumers who have purchased and used
cosmetic products in Indonesia. Since the population size is unknown, this
research employs non-probability sampling using purposive sampling. Respondents
in this study must meet several criteria, including (a) individuals who have
used green cosmetic products and (b) individuals who have purchased green
cosmetic products. Sample size calculation in this study is done using the
G-Power software, resulting in a sample size of 300 respondents. Data will be
collected through an online questionnaire distributed via Google Forms to the
300 respondents.
Table 1.
Convergent Validity Results.
|
Construct
|
Items
|
Convergent
Validity
|
|
Loading
Factor
|
AVE
|
|
Environmental Knowledge (EK)
|
4
|
0.737 �
0.848
|
0.657
|
|
Health Consciousness (HC)
|
4
|
0.732 �
0.763
|
0.557
|
|
Environmental Attitude (EA)
|
3
|
0.816 �
0.883
|
0.706
|
|
Perceived Behavioral Control (PBC)
|
3
|
0.762 �
0.912
|
0.666
|
|
Subjective Norm (SN)
|
3
|
0.795 �
0.853
|
0.655
|
|
Functional Value Price (FVP)
|
2
|
0.830 �
0.953
|
0.798
|
|
Social Value (SV)
|
2
|
0.831 �
0.942
|
0.789
|
|
Epistemic Value (EPV)
|
3
|
0.743 �
0.853
|
0.665
|
|
Conditional Value (CV)
|
3
|
0.768 �
0.876
|
0.669
|
|
Emotional Value (EMV)
|
3
|
0.755 �
0.903
|
0.658
|
|
Green Purchase Intention (GPI)
|
4
|
0.756 �
0.792
|
0.607
|
Source: Primary data processed, 2023
Table
2. Discriminant Validity Fornell-Larcker Results
|
Variables
|
EK
|
HC
|
EA
|
PBC
|
SN
|
FVP
|
SV
|
EPV
|
CV
|
EMV
|
GPI
|
|
Environmental Knowledge (EK)
|
0.810
(1)
|
|
|
|
|
|
|
|
|
|
|
|
Health Consciousness (HC)
|
0.430
|
0.746 (1)
|
|
|
|
|
|
|
|
|
|
|
Environmental Attitude (EA)
|
0.299
|
0.449
|
0.840 (1)
|
|
|
|
|
|
|
|
|
|
Perceived Behavioral Control (PBC)
|
0.649
|
0.387
|
0.154
|
0.816 (1)
|
|
|
|
|
|
|
|
|
Subjective Norm (SN)
|
0.129
|
0.433
|
0.472
|
0.065
|
0.810 (1)
|
|
|
|
|
|
|
|
Functional Value Price (FVP)
|
0.187
|
0.346
|
0.406
|
0.057
|
0.467
|
0.893 (1)
|
|
|
|
|
|
|
Social Value (SV)
|
0.090
|
0.104
|
0.179
|
0.004
|
0.195
|
0.269
|
0.888 (1)
|
|
|
|
|
|
Epistemic Value (EPV)
|
0.096
|
0.220
|
0.212
|
0.112
|
0.297
|
0.436
|
0.161
|
0.816 (1)
|
|
|
|
|
Conditional Value (CV)
|
0.160
|
0.273
|
0.366
|
0.000
|
0.291
|
0.283
|
0.139
|
0.136
|
0.818 (1)
|
|
|
|
Emotional Value (EMV)
|
0.051
|
0.237
|
0.306
|
0.006
|
0.357
|
0.387
|
0.167
|
0.284
|
0.543
|
0.811 (1)
|
|
|
Green Purchase Intention (GPI)
|
0.223
|
0.401
|
0.480
|
0.131
|
0.472
|
0.501
|
0.265
|
0.299
|
0.404
|
0.291
|
0.779 (1)
|
Table 3. Discriminant Validity
Heterotrait-Monotrait Ratio (HTMT) Results
|
Variables
|
EK
|
HC
|
EA
|
PBC
|
SN
|
FVP
|
SV
|
EPV
|
CV
|
EMV
|
GPI
|
|
Environmental Knowledge (EK)
|
|
|
|
|
|
|
|
|
|
|
|
|
Health Consciousness (HC)
|
0.563
|
|
|
|
|
|
|
|
|
|
|
|
Environmental Attitude (EA)
|
0.351
|
0.575
|
|
|
|
|
|
|
|
|
|
|
Perceived Behavioral Control (PBC)
|
0.834
|
0.529
|
0.187
|
|
|
|
|
|
|
|
|
|
Subjective Norm (SN)
|
0.170
|
0.582
|
0.607
|
0.080
|
|
|
|
|
|
|
|
|
Functional Value Price (FVP)
|
0.241
|
0.436
|
0.478
|
0.065
|
0.579
|
|
|
|
|
|
|
|
Social Value (SV)
|
0.101
|
0.139
|
0.242
|
0.060
|
0.262
|
0.382
|
|
|
|
|
|
|
Epistemic Value (EPV)
|
0.124
|
0.284
|
0.252
|
0.144
|
0.393
|
0.558
|
0.214
|
|
|
|
|
|
Conditional Value (CV)
|
0.203
|
0.368
|
0.458
|
0.063
|
0.392
|
0.326
|
0.168
|
0.178
|
|
|
|
|
Emotional Value (EMV)
|
0.097
|
0.307
|
0.373
|
0.072
|
0.481
|
0.480
|
0.223
|
0.394
|
0.704
|
|
|
|
Green Purchase Intention (GPI)
|
0.280
|
0.527
|
0.587
|
0.156
|
0.602
|
0.580
|
0.330
|
0.370
|
0.516
|
0.357
|
|
Source:
Primary data processed, 2023
Table 1 presents the convergent validity
results, Factor loadings are used to assess the validity of indicators, and a
value of more than 0.7 is deemed legitimate (Hair et
al., 2019). Items with a value below 0.7 are
deemed invalid. The Average Variance Extracted (AVE) can be seen as the measure
of communality for a construct. It is generally accepted that an AVE value
should exceed 0.5 in order to be considered satisfactory. This finding suggests
that the construct accounts for 50% or more of the variability observed in the
indicators comprising the construct.
The discriminant validity results are
presented in Table 2 and Table 3. The analysis reveals that the cross-loading
values for each research variable fulfil the requirements for discriminant
validity. Specifically, each measurement item exhibits a stronger correlation
with its intended variable than with other variables that are expected to be
correlated. Hence, it may be said that all things considered, each item
demonstrates a stronger connection with the variable it evaluates or measures,
proving discriminant validity.
Table 4 . Cronbach�s Alpha and Composite Reliability
|
Variables
|
Cronbach�s Alpha
|
Composite Reliability
|
Criteria
|
Decision
|
|
EK
|
0.829
|
0.884
|
>0.7
|
Reliable
|
|
HC
|
0.735
|
0.834
|
>0.7
|
Reliable
|
|
EA
|
0.793
|
0.878
|
>0.7
|
Reliable
|
|
PBC
|
0.763
|
0.856
|
>0.7
|
Reliable
|
|
SN
|
0.737
|
0.851
|
>0.7
|
Reliable
|
|
FVP
|
0.766
|
0.887
|
>0.7
|
Reliable
|
|
SV
|
0.747
|
0.882
|
>0.7
|
Reliable
|
|
EPV
|
0.752
|
0.856
|
>0.7
|
Reliable
|
|
CV
|
0.751
|
0.858
|
>0.7
|
Reliable
|
|
EMV
|
0.742
|
0.851
|
>0.7
|
Reliable
|
|
GPI
|
0.786
|
0.861
|
>0.7
|
Reliable
|
According to the findings presented in Table 4, the variables examined in
this study demonstrate Cronbach's alpha coefficients over 0.7. Additionally,
the composite reliability values for each variable are also observed to surpass
the threshold of 0.7. This finding suggests that the model employed in this
work has successfully fulfilled the requirements for the reliability
assessment, hence demonstrating its capacity to consistently, accurately, and
precisely measure the intended constructs.
RESULTS AND DISCUSSION
Table 5. Characteristics of
Respondents
|
Category
|
Frequency (n=300)
|
Percentage (%)
|
|
Gender
|
Female
|
216
|
72
|
|
|
Male
|
84
|
28
|
|
Age (years)
|
17-25
|
245
|
81.7
|
|
|
26-40
|
52
|
17.3
|
|
|
>40
|
3
|
1
|
|
Occupation
|
Homemaker
|
4
|
1.3
|
|
|
Not Employed
|
5
|
1.7
|
|
|
Student
|
186
|
62
|
|
|
Employed
|
105
|
3.5
|
Table 5 describes the
socio-demographic characteristics of the respondents in. For example, females
have a higher number compared to males. It can be concluded that the
characteristics of respondents who have used and purchased green cosmetic
products in Indonesia are predominantly female. According to (Sanny et al., 2020), there are differences between the purchasing interests
of women and men regarding cosmetics in Indonesia. In addition, women place
more emphasis on their appearance, particularly in facial care (Jan et al., 2019).
Figure 2. Path Coefficients Results
����������� Based on Figure 2, the largest path
coefficient, with a value of 6.866, is attributed to the relationship between
health consciousness and environmental attitude. This observation highlights
the strong connection between these two variables. Moreover, the variable with
the highest path coefficient among the variables is the association between
functional value price and green buying intention, with a coefficient value of
3.866. In contrast, the variable exhibiting the most minimal path coefficient
is the association between epistemic value and green buy intention, which is
quantified at 1.062.
Table 6. Bootstraping Direct Effect Results
|
|
Original Sample (O)
|
Standard Deviation
|
T-Statistics (O/STDEV)
|
P-Values
|
Hypotesis
|
|
EK → EA
|
0.130
|
0.058
|
2.236
|
0.026
|
Accepted
|
|
HC → EA
|
0.393
|
0.057
|
6.866
|
0.000
|
Accepted
|
|
PBC → GPI
|
0.068
|
0.056
|
1.218
|
0.224
|
Rejected
|
|
SN → GPI
|
0.188
|
0.064
|
2.947
|
0.003
|
Accepted
|
|
EA → GPI
|
0.191
|
0.077
|
2.491
|
0.013
|
Accepted
|
|
EPV → GPI
|
0.067
|
0.063
|
1.062
|
0.289
|
Rejected
|
|
FPV → GPI
|
0.245
|
0.063
|
3.866
|
0.000
|
Accepted
|
|
SV → GPI
|
0.099
|
0.045
|
2.207
|
0.028
|
Rejected
|
|
EMV → GPI
|
-0.095
|
0.059
|
1.614
|
0.107
|
Accepted
|
|
CV → GPI
|
0.238
|
0.063
|
3.797
|
0.000
|
Accepted
|
Environmental knowledge has a positive and
significant effect on environmental attitude
Based on Table 6, it is evident that the
variable environmental knowledge significantly and positively influences the
environmental attitude variable. The aforementioned finding is substantiated by
the t-statistics value of 2.236, which exceeds the critical value of 1.64, as
well as the p-value of 0.026, which is lower than the significance level of
0.05. The original sample value is recorded as 0.130. This suggests that
consumers possess knowledge and the ability to recognise and interpret various
aspects such as issues, symbols, and behaviours pertaining to sustainable
settings. The influence of environmental information on customer attitudes
towards environmentally friendly products is a crucial factor, as shown by
prior research conducted by (Indriani et
al., 2019), which demonstrates a strong correlation
between environmental knowledge and attitudes.Furthermore, a study conducted by
(Shimul et al.,
2022) revealed a significant correlation between
environmental knowledge and attitude. The aforementioned findings indicate that
possessing fundamental knowledge or comprehension of environmental matters is
adequate in inspiring consumers to embrace attitudes that are sustainable and
environmentally conscious. In the study conducted by (Shimul et al.,
2022), it was shown that the inclusion of
supplementary information on relevant topics can contribute to the development
of environmental knowledge. This, in turn, plays a crucial role in enhancing
consumer comprehension of product qualities and fostering trust in
environmentally sustainable products. Based on the aforementioned evidence, it
can be deduced that the acquisition of knowledge has the potential to bolster
favourable attitudes towards the environment. Therefore, H1 is accepted.
Health Consciousness has a
positive and significant effect on environmental attitude
According to the findings shown in Table 6,
there is a notable positive impact of health consciousness on the variable of
environmental attitude. Based on the findings of the study, the t-statistic for
the association between the two variables is 6.866, surpassing the critical
value of 1.64. Additionally, the p-value of 0.000 is below the significance
level of 0.05, indicating statistical significance. Furthermore, the original
sample has a positive value of 0.393. This evidence demonstrates that contemporary
consumers are actively adopting better and more sustainable lives, thereby
indicating a correlation between their health consciousness and their
environmental attitudes. The findings of this study indicate that individuals
perceive green cosmetics as having the potential to improve and sustain their
overall well-being. According to the study conducted by (Ghazali et
al., 2017), it has been found that there is a positive
relationship between health value and customer attitudes. Therefore, H2 is
accepted
Perceived behavioral
control has a positive but not significant effect on green purchase intention
According to the findings shown in Table 6, it
can be observed that the variable of perceived behavioural control exhibits a
positive association with green purchase intention. However, it is important to
note that this relationship does not reach statistical significance. This is
supported by a t-statistic value of 1.218, which is less than the critical
value of 1.64, and a p-value of 0.224, which is greater than the significance
level of 0.05. Nevertheless, the initial sample value of 0.068 suggests a positive
correlation between the two variables. Perceived behavioural control refers to
the extent to which an individual believes they have control over their
behaviour, encompassing factors such as the availability of opportunities and
the accessibility of required resources. Based on the findings, it can be
inferred that consumers in Indonesia perceive elements such as opportunity and
accessibility to have a negligible influence on their buy intention for green
cosmetic goods. The findings of (Shimul et al.,
2022) yielded comparable outcomes, and a plausible
rationale for the lack of statistical significance in these findings may be
attributed to consumers' potential lack of conviction regarding their access to
resources that would facilitate decision-making processes conducive to the
acquisition of environmentally friendly cosmetic items. The current state of
the green cosmetics market in Indonesia is characterised by its developmental
stage, with little circulation in comparison to conventional cosmetics that continue
to dominate the cosmetic business inside the country. Therefore, H3 rejected.
Subjective norm has a
positive and significant effect on green purchase intention
According to Table 6, subjective norm
positively affects green buying intention statistically. Statistics indicate
the subjective norm variable's positive correlation with green buying
intention. A t-statistics value of 2.947 exceeds the crucial value of 1.64.
Moreover, the p-value of 0.003 is below 0.05. This is supported by the original
sample result of 0.188. Subjective norm is the individual's perception of
important people's social effect on their decision-making when they engage in a
given behaviour (Shimul et al.,
2022). According to this study, people's purchase
habits for ecologically friendly cosmetics are influenced by their social
surroundings, particularly their significant others like family and friends.
This result also shows that social influences, such as friends and family,
strongly influence the intention to buy green cosmetics. This supports (A. Kumar &
Pandey, 2023) result that subjective norm positively
influences buyers' intentions to buy environmentally friendly products.
Therefore, H4 is accepted
Environmental attitude has
a positive and significant effect on green purchase intention
According to the findings shown in Table 6,
there is a clear and statistically significant positive relationship between
the environmental attitude variable and the green purchase intention variable.
The positive influence between the two variables is supported by the
t-statistics value of 2.491, which exceeds the critical value of 1.64.
Additionally, the p-value of 0.013, which is less than the significance level
of 0.05, further confirms this relationship. The original sample value of 0.191
also indicates a positive association between the variables. The present study
demonstrates that there is a notable and favourable impact of environmental
attitude on the intention to engage in green purchasing. This intention is
found to be positively and significantly influenced by both health
consciousness and environmental knowledge, as previously established. In other
words, environmental attitude represents consumers' willingness to protect the
environment. Therefore, it can be said that in this study, consumers' attitudes
toward protecting the environment affect their decisions regarding green
purchase intention. According to (Widodo &
Wahid, 2023), an individual's level of involvement with
environmentally friendly innovative products is indicated by their
environmental attitude. Additionally, research conducted by (Khoruzhy et
al., 2023) shows that the current Generation Z
demonstrates a significant positive influence of attitude on purchasing
decisions for green cosmetic products. By using green cosmetic products,
consumers believe they can protect their environment, influencing their decisions
in favor of green purchase intention. This aligns with previous research
indicating that environmental attitude plays a crucial role in green purchase
intention (Nekmahmud et
al., 2022). Therefore, H5 is accepted.
Epistemic value has a
positivive but not significant effect on green purchase intention
According to the findings presented in Table
6, it can be observed that the variable of epistemic value exhibits a positive
correlation with the variable of green purchasing intention. However, it is
important to note that this correlation is not statistically significant. The
lack of significance in the relationship between the two variables is supported
by the t-statistics value of 1.062, which is less than the critical value of
1.64. Additionally, the p-value of 0.289, which above the significance level of
0.05, further indicates the absence of a meaningful link between the variables.
Upon examination of the first sample value of 0.067, it can be inferred that
despite the lack of statistical significance in the relationship between the
two variables, there exists a positive impact. This suggests that buyers lack a
significant level of inquisitiveness about the green cosmetic goods they want
to utilise. The current assertion is incongruent with prior scholarly
investigations conducted by (Majeed et al.,
2022) and (Syahrul &
Mayangsari, 2020), wherein it was established that the presence
of epistemic value exerts a substantial impact on the intention of consumers to
engage in green purchases. This is primarily attributed to the fact that such
items or services provide individuals the opportunity to delve into novel
experiences, viewpoints, and cultural aspects. Nevertheless, the research
conducted by (Nekmahmud et
al., 2022) revealed that the impact of epistemic value
on green buying intention was not found to be statistically significant. The
lack of features, styles, and product concepts that can pique customer
attention may explain the limited availability of green cosmetic products in
Indonesia. Therefore, H6 is rejected.
Functional value price has
a positive and significant effect on green purchase intention
According to the findings presented in Table
7, there is a notable positive relationship between the functional value price
variable and the green buying intention variable. The research findings provide
evidence for the hypothesis, as indicated by the t-statistics value of 3.866,
which exceeds the critical value of 1.64. Additionally, the p-value of 0.000,
which is less than the predetermined significance level of 0.05, further
supports the hypothesis. The initial sample value of 0.245 indicates a positive
correlation between the two variables. The findings of this study reveal a
noteworthy positive correlation between the price attributed to the functional
value of green cosmetics and the desire to make green purchases in the context
of Indonesia. This suggests that respondents see a congruence between the
perceived value of green cosmetic items and the monetary investment required to
acquire them. The consideration of price holds significant importance for
customers in the context of product consumption. Furthermore, it is widely
recognised that green cosmetic goods typically exhibit elevated price points in
comparison to their conventional counterparts. Hence, the correlation between
the functional value of a product and its price will have an impact on customers'
inclination to engage in green purchasing behaviour specifically in the context
of green cosmetics. This finding aligns with the prior investigation conducted
by (Majeed et al.,
2022), which posits that the utilitarian
significance of pricing exerts a favourable impact on consumer decision-making
in product selection. Therefore, H7 is accepted.
Social value has
significant and positive effect on green purchase intention
According to the findings presented in Table
6, there is a statistically significant positive relationship between the
variable "social value" and the variable "green purchase
intention." The presence of a t-statistics value of 2.207, which exceeds
the critical value of 1.64, along with a p-value of 0.028, which is lower than
the significance level of 0.05, provides evidence of a statistically
significant link between the two variables. Furthermore, the original sample
value of 0.009 suggests a positive nature of the association. This finding
demonstrates that consumers hold the belief that their social standing within
their community can be elevated through the consumption of
environmentally-friendly cosmetic items. According to a study conducted by (Cani�ls et
al., 2021), individuals' inclination to purchase
environmentally friendly products is driven by a desire to project a socially
responsible image, underscoring the significance of social value in shaping
intentions to engage in green consumption. Green cosmetic products are
essentially cosmetics that embrace the concept of environmental sustainability,
both in terms of the materials and packaging used, as well as the production
processes. By consuming green cosmetic products that focus on environmental
sustainability, consumers are likely to perceive an increase in their social
value because they feel they are contributing to environmental preservation,
thereby creating a positive impression in their social environment. Therefore,
H8 is accepted.
Emotional value has a
negative and not significant effect on green purchase intention
According to the findings shown in Table 6, it
can be observed that the variable of emotional value exerts a negative
influence on green purchase intention, although this influence is not
statistically significant. Upon examination of the t-statistics value for the
two variables, it is observed that the value is 1.614, which is less than the
critical value of 1.64. Additionally, the p-value is calculated to be 0.107,
which exceeds the significance level of 0.05. These findings suggest that there
is insufficient evidence to establish a significant relationship between the
two variables. Furthermore, the original sample value of -0.095 indicates a
negative relationship between the variables. Emotional value represents the
value that arises from an individual's feelings obtained from behaviors, such
as happiness, security, and comfort. In this study, it was found that emotional
value does not affect consumers' green purchase intention for green cosmetic
products. This is because consumers believe that the emotional value, they
experience from the product does not influence their intention to purchase
green cosmetics. Additionally, according to Ma et al. (2018), it is difficult
to predict emotional decisions because emotional decisions are highly unstable,
especially in behavioral studies. Therefore, H9 is rejected.
Conditional value has
positive and significant effect on green purchase intention
According to the findings shown in Table 6,
there is a notable and favourable impact of the conditional value variable on
individuals' intention to engage in green purchasing. Upon examining the
outcomes of the data processing, it becomes apparent that the t-statistic value
for the comparison of the two variables is 3.797, surpassing the threshold of
1.64. Additionally, the p-value is determined to be 0.000, falling below the
significance level of 0.05. These findings unequivocally indicate a substantial
association between the aforementioned variables. Furthermore, the initial
observed value is 0.245, indicating a positive correlation between the two
variables. Conditional value represents the value perceived by consumers
regarding a product due to specific situations or conditions. These situations
or conditions can include external factors (price and quality) and internal
factors like consumers' preferences or personal beliefs. In this study, the
conditions influencing consumers' green purchase intention are more focused on
external factors such as environmental conditions, product discounts, and the
availability of green cosmetic products. The findings of this study are
consistent with the prior research conducted by (Syahrul &
Mayangsari, 2020), which posited that the conditional value has
an impact on consumer behaviour when selecting natural cosmetic goods. The
favourable influence of environmental factors, price, and product availability
on the propensity to purchase green cosmetic goods in Indonesia can be
inferred. Therefore, H10 is accepted.
CONCLUSION
This study contributed to the
development of a comprehensive theoretical framework by integrating the Theory
of Planned Behaviour and the Theory of Consumption Value, augmented by the
inclusion of health consciousness and environmental knowledge. The findings
underscored the significance of heightened health awareness and environmental
understanding in fostering a positive inclination toward environmentally
friendly behaviors. The study identified subjective norm, environmental
attitude, functional value pricing, social value, and conditional value as
crucial factors exerting a positive and statistically significant impact on the
intention to purchase green cosmetics in Indonesia. On the contrary, perceived
behavioral control, epistemic value, and emotional worth were found to lack
substantial influence on the intention to engage in green purchasing behaviors
in this context. For green cosmetics enterprises, it is crucial to prioritize
characteristics that significantly influence the intention to acquire their
products. Leveraging subjective norm through affiliate systems, offering
competitive prices for functional value pricing, emphasizing the environmental
benefits for environmental attitude, and enhancing brand image and addressing
environmental concerns for social and conditional value are suggested
strategies. Future research endeavors can utilize the established theoretical
framework for examining green purchase intentions in relation to other
environmentally friendly products. Additionally, exploring other factors
influencing consumers' green purchasing intentions would contribute to a more
nuanced understanding of sustainable consumption behavior..
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