Journal Screenshot

International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

Understanding Factors Shaping Green Cosmetic Purchase Intentions: Insights from Attitudes, Norms, and Perceived Behavioral Control

Anggi Ristrianti Meliniasari, Adaviah Mas’od

http://dx.doi.org/10.6007/IJARBSS/v14-i1/20573

Open access

This study investigates the evolving consumer behaviour towards eco-friendly cosmetic products, particularly among Indonesian millennials. The heightened awareness of environmental conservation has driven green consumerism and marketing strategies, yet barriers to adopting green cosmetics remain. The study employs the Theory of Planned Behavior (TPB) framework to explore the influences of attitudes, subjective norms, and perceived behavioural control on purchase intentions for green cosmetics. A conclusive research design and descriptive approach are employed, using online surveys for data collection. Statistical analyses, including correlation and multiple regression, will reveal the relationships between the independent and dependent variables of purchase intention. The study's results aim to enhance the understanding of green consumer behaviour within the cosmetics industry and inform marketing strategies for environmentally friendly products.

Abutabenjeh, S., & Jaradat, R. (2018). Clarification of research design, research methods, and research methodology. Teaching Public Administration, 36(3), 237-258. doi: 10.1177/0144739418775787
Achmat, Z. (2010). Theory of planned behavior. Masihkah relevan. Retrieved May 7, 2019, from www.academia.edu/6121811/Theory_Of_Planned_Behavior_Masihkah_Rel evan
Ajzen, I. (1985). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749- 5978(91)90020-T.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749- 5978(91)90020-T.
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324.
Amberg, N., & Fogarassy, C. (2019). Green consumer behavior in the cosmetics market. Resources, 8(3), 137.
Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191– 215. https://doi.org/10.1037/0033-295X.84.2.191
Berakon, I., Aji, H. M., & Hafizi, M. R. (2022). Impact of digital Sharia banking systems on cash- waqf among Indonesian Muslim youth. Journal of Islamic Marketing, 13(7), 1551-1573. https://doi.org/10.1108/JIMA-11- 2020-0337
Bryne, M. (2006). Understanding consumer preference across environmental marketing mix variations. OIKOS University of Newcastle.
Chaudhary, R., & Panda, C. (2018). Authentic leadership and creativity. International Journal of Productivity and Performance Management, 67, 2071-2088.
https://doi.org/10.1108/IJPPM-02-2018-0082
Chi, T., & Zheng, Y. (2016). Understanding environmentally friendly apparel consumption: An empirical study of Chinese consumers. International Journal of Sustainable Society, 8(3), 206. https://doi.org/10.1504/ijssoc.2016.079080
Chin, J., Jiang, B., Mufidah, I., Persada, S., & Noer, B. (2018). The investigation of consumers’ behavior intention in using green skincare products: A pro-environmental behavior model approach. Sustainability, 10(11), 3922. https://doi.org/10.3390/su10113922
Creswell, J. C. (2012). Education research, planning, conducting and evaluating quantitative and qualitative research (4th edition). Boston: Pearson.
Csorba, Luiela Magdalena, & Vanina Adoriana Boglea. (2011). Sustainable cosmetics: A major instrument in protecting the consumer’s interest. Regional and Business Studies, 3, 167–76.
Dhir, A., Sadiq, M., Talwar, S., Sakashita, M., Kaur, P. (2021). Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective. J. Retailing Consum. Serv, 59, 102398. https://doi.org/10.1016/j. jretconser.2020.102398
Flick, U. (2018). An introduction to qualitative research. Sage.
Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39, 154-163.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th Edt). In New York Pearson Education Inc.
Hameed, I., Waris, I., & Amin ul Haq, M. (2019). Predicting eco-conscious consumer behavior using theory of planned behavior in Pakistan. Environmental Science and Pollution Research, 15535–15547. https://doi.org/10.1007/s11356-019-04967-9
Hsu, C. -L., Chang, C. -Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34, 145-152.
Hsu, L.-C. (2021). Effect of eWOM review on beauty enterprise: A new interpretation of the attitude contagion theory and information adoption model. Journal of Enterprise Information Management, Vol. ahead-of-print No. ahead-of-print.
https://doi.org/10.1108/JEIM-07- 2020-0261
Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2019). Antecedents of green purchase behavior of cosmetics products: An empirical investigation among Malaysian consumers. International Journal of Ethics and Systems, 36(2), 185-203.
Jaiswal, D., & Kant, R. (2018). Green purchasing behavior: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69. https://doi.org/10.1016/j.jretconser.2017.11.008
Jogiyanto. (2008). Information system analysis and design: Structured approach theory and practice of business applications (TH.2008). Yogyakarta: Andi.
Kim, H. Y., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40-47.
https://doi.org/10.1108/07363761111101930
Kim, S., & Seock, Y. K. (2009). Impacts of health and environmental consciousness on young female consumers' attitude towards and purchase of natural beauty products. International Journal of Consumer Studies, 33(6), 627-638.
Kumar, S. (2005). Exploratory analysis of global cosmetic industry: Major players, technology and market trends. Technovation, 25, 1263-1272.
https://doi.org/10.1016/j.technovation.2004.07.003
Lin, Y., Yang, S., Hanifah, H., & Iqbal, Q. (2018). An exploratory study of consumer attitudes toward green cosmetics in the UK market. Administrative Sciences, 8(4), 71.
Liobikiene?, G., & Bernatoniene?, J. (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review. Journal of Cleaner Production, 162, 109–120. https://doi.org/10.1016/j.jclepro.2017.05.204
Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers’ green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823–1841. https://doi.org/10.1108/APJML-05-2019-0285/FULL/HTML.
Malhotra, N. K. (2013). Basic marketing research. Boston: Pearson.
Maria, K. (2011). Attitudes and intention toward organic cosmetics in Greece: An exploratory study (Thesis). School of Economics and Business Administration.
Martinez, B., & Kim, S. (2012). Predicting purchase intention for private sale sites. Journal of Fashion Marketing and Management: An International Journal, 16(3), 342–365. https://doi.org/10.1108/13612021211246080
Nguyen, T. N., Lobo, A., & Greenland, S. (2016). Pro-environmental purchase behaviour: The role of consumers’ biospheric values. Journal of Retailing and Consumer Services, 33, 98-108.
Nguyen, T. T. M., Phan, T. H., Nguyen, H. L., Dang, T. K. T., & Nguyen, N. D. (2019).Antecedents of purchase intention toward organic food in an Asian emerging market: A study of urban Vietnamese consumers. Sustainability, 11(17).
https://doi.org/10.3390/su11174773
Obrenovic, B., Du, J., Godinic?, D., & Tsoy, D. (2022). Personality trait of conscientiousness impact on tacit knowledge sharing: The mediating effect of eagerness and subjective norm. Journal of Knowledge Management, 26(5), 1124-1163.
https://doi.org/10.1108/JKM- 01-2021-0066
Patnaik, A., Tripathy, S., & Dash, A. (2021). Identifying the features influencing sustainable.
Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/10.1016/j.jclepro.2016.09.116
Rahim, A., Safin, S. Z., Kheng, L. K., Abas, N., & Ali, S. M. (2016). Factors influencing purchasing intention of smartphone among university students. Procedia Economics and Finance, 37, 245–253. https://doi.org/10.1016/s2212-5671(16)30121-6.
Sahota, A. (2013). Sustainability: How the cosmetics industry is greening up. In Sustainability: How the Cosmetics Industry is Greening Up. https://doi.org/10.1002/9781118676516
Setyawan, A., Noermijati, N., Sunaryo, S., & Aisjah, S. (2018). Green product buying intentions among young consumers: Extending the application of theory of planned behavior. Problems and Perspectives in Management, 16(2), 145–154.
https://doi.org/10.21511/ppm.16(2).2018.13
Shimul, A.S., Cheah, I. and Khan, B.B., (2022). Investigating female shoppers’ attitude and purchase intention toward green cosmetics in south Africa. Journal of Global Marketing, 35(1), 37-56. https://doi.org/10.1080/08911762.2021.1934770.
Shteynberg, G., Gelfand, M. J., & Kim, K. (2009). Peering into the “magnum mysterium” of culture. Journal of Cross-Cultural Psychology, 40, 46-69.
Terr Blanche, M., Durrheim, K., & Painter, D. (2006). Research in practice: Applied methods for social sciences (2nd Edition). UCT Press, Cape Town.
Tweneboah-Koduah, E. Y., Adams, M., Amoakoh, M. N., & Braimah, S. M. (2022). Understanding flooding events in Ghana: A social marketing and self-determination theory perspective. Journal of Social Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSOCM-03-2021-0049
Varah, F., Mahongnao, M., Pani, B., & Khamrang, S. (2021). Exploring young consumers’ intention toward green products: Applying an extended theory of planned behavior. Environment, Development and Sustainability, 23(6), 9181-9195.
Wan, C., Shen, G. Q., & Choi, S. (2017). Experiential and instrumental attitudes: Interaction effect of attitude and subjective norm on recycling intention. Journal of environmental psychology, 50, 69-79.
Wang Q, Q., Zhang, W., Tseng, C. P. M.-L., Sun, Y., & Zhang, Y. (2021). Intention in use recyclable express packaging in consumers' behavior: An empirical study. Resour. Conservation Recycling, 164, 105115. doi: 10.1016/j.resconrec.2020.105115
Yasami, M., Rabiul, M. K., Promsivapallop, P., & Zhu, H. (2022). The COVID-19 crisis and factors driving international tourists’ preferences for contactless dining services. International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-11-2021-1435
Yulita, H., & Hidajat, K. (2021). The effect of e-learning inovation adoption on student learning interests mediated by learning motivation in the new normal era. Journal of Business & Applied Management, 14(1), 27. https://doi.org/10.30813/jbam.v14i1.2709
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers in Psychology, 12.
https://doi.org/10.3389/fpsyg.2021.644020
Zorlu, K., Tuncer, M., & Tas?k?n, G. A. (2022). The effect of COVID-19 on tourists' attitudes and travel intentions: an empirical study on camping/glamping tourism in Turkey during COVID-19. Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of- print. https://doi.org/10.1108/JHTI-02-2022-0069

(Meliniasari & Mas’od, 2024)
Meliniasari, A. R., & Mas’od, A. (2024). Understanding Factors Shaping Green Cosmetic Purchase Intentions: Insights from Attitudes, Norms, and Perceived Behavioral Control. International Journal of Academic Research in Business and Social Sciences, 14(1), 1487–1496.