Sustainable Choices in Cosmetics: How Environmental Concerns and Perceived Value Influence Young Generation Female’s Purchase Intention for Green Packaging

The increasingly complex environmental problems, one of which is caused by cosmetic waste, have triggered an increase in awareness of the importance of environmentally friendly packaging. This study aims to analyze the purchase intention of female Generation Z toward cosmetics with sustainable packaging. This study examines how environmental concern and perceived value influence purchase intention through attitude toward sustainable packaging as a mediating variable. Data were collected through a survey of female Generation Z respondents in Bandung City and analyzed using the SEM method. The results showed that environmental concern positively contributed to a good attitude towards sustainable packaging, ultimately increasing the purchase intention of environmentally friendly cosmetic products. Whereas perceived value does not influence purchase intention directly. The implications of these findings provide insight into the cosmetics industry’s need to focus on communicating environmental benefits, and in marketing cosmetic products with environmentally friendly packaging, it is necessary to emphasize the importance of sustainability.