The Effect of Attitude in Mediating Environmental Knowledge towards the Purchase Intention of Green Cosmetic Product

Abstract

The existence of public awareness of environmental preservation today, makes many companies, especially cosmetics, try to put forward the ecological aspects and raise environmental issues as one of their marketing strategies. This study aims to explain attitudes and environmental knowledge in determining the purchase intention of a green cosmetic product. This study uses a purposive sampling technique for determining samples. The samples used were 100 people, all consumers who had never bought green cosmetic products domiciled in Denpasar City. The data obtained were analyzed by descriptive analysis and PLS. The results found that environmental knowledge and attitudes had a positive and significant effect on purchase intentions. Furthermore, the attitude mediates a portion of environmental knowledge towards the purchase intention of a green cosmetic product. Therefore, it was expected the consumer who already have knowledge of the environment has the potential to become customers for green cosmetics producers. In addition, the companies need to increase the intention of potential consumers to switch to green cosmetics products by highlighting the added value of consumption of green products and further research can add construct alternatives that affect the purchase intention of green cosmetics products such as environmental awareness and increase references related to this study.

Factors influencing Muslim Generation Z consumers’ purchase intention of environmentally friendly halal cosmetic products

“…When environmental knowledge increases, there is a corresponding increase in halal-green awareness of the products consumed. The findings of this study support the results of the study by Rashid (2009), Gao et al (2016) and Putri et al (2021), which found that there consumer green awareness influences environmental knowledge.…”

“…H4 , which states that environmental knowledge affects consumer attitudes toward environmentally friendly halal cosmetics, is also verified in this study. This study’s findings confirm the research findings of Suki et al (2016) and Putri et al (2021), that environmental knowledge has a positive and significant impact on consumer attitudes. The greater the environmental knowledge, the more positive the consumer attitude is toward environmentally friendly products.…”

“…Gao et al (2016) showed the importance of consumer knowledge and views of environmentally friendly products in determining green awareness. This finding was supported by Putri et al (2021), who emphasized that consumer green awareness is a behavior that is more influenced by environmental knowledge than perceived quality. Therefore, the following hypothesis is proposed: H3.…”

“…Environmental knowledge is an essential variable that contributes to pro-environmental behavior. Environmental knowledge has significantly influenced consumer attitudes toward green products (Putri et al, 2021). Research by Suki et al (2016) found that knowledge about environmentally friendly products significantly influenced consumer attitudes.…”

“…Research by Suki et al (2016) found that knowledge about environmentally friendly products significantly influenced consumer attitudes. Another study by Putri et al (2021) on green cosmetics showed that environmental knowledge positively and significantly impacts consumer attitudes. However, a study by Bashirun and Noranee (2020) found no significant relationship between environmental knowledge and environmental attitudes.…”