Research Article
Factors Affecting Consumers‘ Intention to buy Green Cosmetics
@INPROCEEDINGS{10.4108/eai.10-8-2022.2320812, author={Ayu Ekasari and Fatik Rahayu and Luki Adiati Pratamo and Darra Pradita Hidayat and Biru Ayu Maharani}, title={Factors Affecting Consumers‘ Intention to buy Green Cosmetics}, proceedings={Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2022}, month={8}, keywords={green self-identity global self-identity green knowledge green trust purchase intention}, doi={10.4108/eai.10-8-2022.2320812} }- Ayu Ekasari
Fatik Rahayu
Luki Adiati Pratamo
Darra Pradita Hidayat
Biru Ayu Maharani
Year: 2022
Factors Affecting Consumers‘ Intention to buy Green Cosmetics
ICBAE
EAI
DOI: 10.4108/eai.10-8-2022.2320812
Abstract
The purpose of the study is to examine the influence of green self-identity and global self-identity on green knowledge that leads to green trust and later, purchase intention towards green cosmetics.A cross-sectional survey was conducted to collect data from 400 consumers. Structural equation modelling was used to test the hypotheses. The findings show positive effects of green self-identity and global self-identity on green knowledge, green knowledge on green trust as well as green trust towards purchase intention. Results of the study may assist the marketers of green cosmetics to create advertisements that emphasize consumers‘ green self-identity as well as factors that can increase consumers‘ knowledge and trust towards green cosmetics. Further research should incorporate other variables to improve the predicting power of the proposed model. This study is among the first to explore two types of identity in the field of green cosmetics.