Research Article
The Impact of Implementing Green Marketing through Digitalization Tools on Purchase Intentions for Green Cosmetics in the Context of the Indonesian Green Growth Program
@INPROCEEDINGS{10.4108/eai.26-9-2023.2350687, author={Arfan Bakhtiar and Sri Lestari and Hery Suliantoro}, title={The Impact of Implementing Green Marketing through Digitalization Tools on Purchase Intentions for Green Cosmetics in the Context of the Indonesian Green Growth Program}, proceedings={Proceedings of the 7th International Research Conference on Economics and Business, IRCEB 2023, 26 September 2023, Malang, East Java, Indonesia}, publisher={EAI}, proceedings_a={IRCEB}, year={2024}, month={11}, keywords={digitalization instruments ecological behavior purchase intention environmental knowledge¸ environmental concern}, doi={10.4108/eai.26-9-2023.2350687} }- Arfan Bakhtiar
Sri Lestari
Hery Suliantoro
Year: 2024
The Impact of Implementing Green Marketing through Digitalization Tools on Purchase Intentions for Green Cosmetics in the Context of the Indonesian Green Growth Program
IRCEB
EAI
DOI: 10.4108/eai.26-9-2023.2350687
Abstract
Investigating the relationship between ecological behaviour characteristics and digitalisation tools, as well as the mediating effects of environmental awareness and concern on the desire to purchase green cosmetics, is the aim of this study. 423 respondents were polled for the study using questionnaires, and the data was collated and processed using SmartPLS's Partial Least Squares analysis and structural equation modelling. The test results demonstrate that digitalisation tools positively impact customer buying intentions and ecological behaviour. Furthermore, consumers' buying intentions, environmental awareness, and environmental concerns are all positively impacted by ecological behaviour. However, consumer purchasing intentions are not positively impacted by environmental awareness or concerns. The government should keep educating the public about ecologically friendly items and promoting their use, according to the overall test results. This can help the government implement the suggested green economy program and raise consumer awareness and understanding to purchase eco-friendly goods, particularly eco-friendly cosmetics.
