ANALYSIS OF FACTORS INFLUENCING GREEN PURCHASE BEHAVIOR : A CASE STUDY OF THE COSMETICS INDUSTRY IN INDONESIA

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Published: Jun 5, 2018
DOI: https://doi.org/10.24912/jmishumsen.v2i1.1513
Keywords:
green purchase behavior attitude toward behavior perceived behavioral control behavioral intention Indonesia cosmetics industry

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Nicholas Wilson
Tarumanagara University
http://orcid.org/0000-0002-6247-3829
Evan Theodorus
Pelita Harapan University (UPH)
Pauline Tan
Pelita Harapan University (UPH)

Abstract

This research attempted to uncover factors which could influence consumer’s green purchase behavior towards green cosmetic product in the Indonesian cosmetics Industry. Survey method was used in this research, in which questionnaires were distributed to 260 respondents who have ever bought and used green cosmetics products in Indonesia. Data were then analyzed using AMOS 22.0. Based on the results obtained in this research, it was concluded that attitude towards the behavior and perceived behavioral control had a positive impact on behavioral intention, while perceived behavioral control also had a positive impact toward consumers’ green purchase behavior. Meanwhile, behavioral intention didn’t have a positive impact on green purchase behavior. In regards to the value or implication generated in this research, the results of this research will improve academicians, practicioners, and public’s knowledge and understanding about the factors which had a positive relationship or impact on Indonesian consumers’ green purchase behavior in the cosmetics industry.

Article Details

Issue
Vol. 2 No. 1 (2018): Jurnal Muara Ilmu Sosial, Humaniora, dan Seni
Section
Articles
This work is licensed under a Jurnal Muara Ilmu Sosial, Humaniora, dan Seni Creative Commons Attribution-ShareAlike 4.0 International License.
Author Biographies

Nicholas Wilson, Tarumanagara University

Magister Manajemen

Evan Theodorus, Pelita Harapan University (UPH)

Management

Pauline Tan, Pelita Harapan University (UPH)

Management

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