Text
Faktor yang Memengaruhi Green Purchase Behavior Konsumen Indonesia terhadap Produk Kosmetik Ramah Lingkungan
Environmental issues that happened all over the world have earned public attention. There?s a change in consumer?s lifestyle that aims to reduce the negative effects on the environment created by their consumption. As the industry grows wider, the cosmetic industry continues to contribute to environmental damages. There are various movements to preserve the environment, one of them is by buying green cosmetics. This study aims to determine the effect of altruistic value, biospheric value, and hedonic value, as well as to determine the mediating effect of pro-environmental beliefs and personal norms on the green purchase behavior towards green cosmetics products in Indonesia. Purposive sampling with online survey technique was done on buyers and users of green cosmetics products with a minimum age of 17 years old. 230 respondents were collected and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). The result revealed that altruistic, biospheric, and hedonic value have a significant effect on pro-environmental beliefs, which encourage feelings of interest in fulfilling responsibilities to deal with environmental problems (personal norms). The mediating role of pro-environmental belief on the relationship between these three values and personal norms, as well as the mediating role of personal norm on the relationship between pro-environmental belief and green purchase behavior proved to have a significant effect. This research hopefully can be useful to help managers in formulating strategies to market green cosmetic products.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12917 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia., 2021 |
|---|---|
| Edisi | - |
| Subjek | Green Purchase Behavior Cosmetics Product Personal Norm Altruistic Value Green Cosmetics Industry |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 133 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |