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All Journal Jurnal Ilmiah Manajemen dan Bisnis International Journal of Education, Social Studies, And Management (IJESSM)
Heny Hidayati
IAIN Pontianak, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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Explaining Green Skincare Purchase Intention: The Role of Attitudes and Usage Barriers Ita Nurcholifah; Heny Hidayati; Muhammad Rafiuddin; Hesham Saleem Al Naggar
Jurnal Ilmiah Manajemen & Bisnis Vol 11 No 1 (2026)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jimb.v11i1.7633

Abstract

This study aims to explain the formation of green skincare purchase intention among Generation Z consumers in Indonesia by examining the roles of environmental values and perceived health benefits in shaping consumer attitudes, and the moderating effect of usage barriers on the attitude–intention relationship. This study adopted a quantitative approach and surveyed 263 Indonesian Generation Z consumers with prior experience using green skincare products. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The results indicate that both environmental values and perceived health benefits significantly and positively influence consumer attitudes toward green skincare, with health benefits exerting a stronger effect. Consumer attitudes are strong determinants of purchase intention. Crucially, the structural model exhibits high explanatory and predictive power, explaining a substantial proportion of purchase intention (R² = 0.642) and demonstrating high predictive relevance (Q²_predict = 0.598). Moreover, usage barriers significantly and negatively moderate the relationship between attitude and purchase intention, weakening the translation of positive attitudes into buying intentions. This study contributes to the green consumption literature by integrating the Theory of Planned Behavior (TPB) and Innovation Resistance Theory (IRT) to demonstrate that usage barriers function as a boundary condition rather than a direct predictor, thereby offering a nuanced explanation of the attitude–intention gap in high-involvement green products. Therefore, the findings suggest that managers should prioritize the credible communication of health benefits while simultaneously reducing functional barriers to use. Policymakers are advised to strengthen standards and transparency for green skincare claims to support informed and confident consumer decision-making.
Analysis of Effective Marketing Strategies for Environmentally Friendly Products Tengku Kespandiar; Luh Komang Candra Dewi; Agus Nurofik; Heny Hidayati; Asnawati Asnawati
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 3 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i3.961

Abstract

Companies that develop environmentally friendly products are closely connected to product development theory, which positions product development as a growth strategy through modified or new offerings for a defined target market. Product development applies to physical products and focuses on transforming initial ideas into more effective and competitive products. In parallel, marketing strategy functions as a planned effort to implement and control activities that influence market exchanges in order to achieve organizational objectives. A key stage in marketing strategy design is the marketing mix, which includes product, price, place, and promotion. This study aims to understand and analyze effective marketing strategies for environmentally friendly products. Using a narrative approach, the study synthesizes insights from relevant secondary sources to explain the relationship between green products and strategic marketing practices. The results indicate that effective marketing strategies for environmentally friendly products include highlighting sustainability values in branding, educating consumers about environmental and functional benefits, leveraging social media for green campaigns, collaborating with environmental influencers, and strengthening credibility through green certification and clear eco-labeling. These strategies help increase consumer trust and improve market acceptance of environmentally friendly products.
Co-Authors Agus Nurofik Asnawati Asnawati Hesham Saleem Al Naggar Ita Nurcholifah Kespandiar, Tengku Luh Komang Candra Dewi Muhammad Rafiuddin