Thesis

The Role of Environmental Awareness Towards Generation Z’s Green Purchase Intention in Indonesia: Planned Behavior Theory

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In recent years, the cosmetic industry in Indonesia has experienced a sustainable growth
due to the emergence of both new local and established brands with strong reputations. Among
all, Generation Z represents the predominant demographic shaping the trajectory of the beauty
industry in Indonesia. However, the majority of conventional cosmetics have limited regard
towards the environmental impact. To mitigate further impacts, concerted efforts are needed to
enhance consumers’ interest in green cosmetics to protect the environment. As a result, the
trend of using and seeking for natural cosmetics are in noticeable surge, but green cosmetics
consumption remains relatively low. In this research, the researcher aims to find out the role of
environmental awareness towards green cosmetics purchase intention (GCPI). Theory of
Planned Behavior (TPB) is implemented as a conceptual framework to elucidate the purchasing
intention for green cosmetics, followed by environmental awareness, willingness to pay, health
consciousness and green marketing. The novelty of the analysis is mainly Generation Z
consumers who buy and use cosmetics, living in the Greater Area of Jakarta (Jabodetabek). The
data collection was done through an online questionnaire that was distributed to social media
platforms. The research was conducted from May until June of 2024. With a quantitative
method, the collected data will be calculated using SmartPLS 4 software and analyzed using
statistical techniques based on variance through partial least squares (PLS). This research results
will help the government, enterprises, and scholars with the understanding of green consumer
purchase intention that encourages environmentally friendly products consumption and equip
them into agents of positive change in their purchasing intention and behavior by prioritizing
environmental protections.

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Availability

Detail Information

Series Title

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Call Number

BE 24-007

Publisher

i3L, Jakarta : i3L, Jakarta., 2024

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

green cosmetics
theory of planned behavior
green cosmetics purchase intention
environmental awareness
health consciousness

Specific Detail Info

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Statement of Responsibility

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Other version/related

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