Image of Sustainable Beauty: Pengaruh Eco-Label, Product Attributes, Perceived Consumer Effectiveness (PCE), dan Environmental Awareness terhadap Green Purchase Behavior

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Sustainable Beauty: Pengaruh Eco-Label, Product Attributes, Perceived Consumer Effectiveness (PCE), dan Environmental Awareness terhadap Green Purchase Behavior

The increasing environmental pollution and the urgency to increase environmental awareness of Indonesian society, have caused companies to contribute through the implementation of green marketing. Meanwhile, the cosmetic sector in Indonesia is currently growing significantly. Green marketing is also implemented in the industry with the emergence of various local cosmetic brands that carry the concept of sustainable beauty. Gen Z is one of the driving factors for the booming cosmetic industry in Indonesia. So, sustainable beauty business players need to know the factors that are considered to have an effect on green purchase behavior in Gen Z. This study identifies several factors that are considered influential, through a survey of 335 respondents conducted through an online questionnaire and the data were analyzed using Structural Equation Modeling (SEM). The findings suggest factors that affect Gen Z's green purchase behavior towards local brand green cosmetics are eco-label, PCE, environmental attitude, and ecological affection. This research also shows that increasing ecological affection can be done either directly through PCE or through environmental attitude first..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13637PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Green Purchase Behavior
Green Cosmetics
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik ix, 188 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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