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Pangaribuan, Christian Haposan
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The Effect of Environmental Concern on Green Purchase Intention Mediated by Attitude Towards Green Product, and Subjective Norm in Sensatia Botanicals Gen Z Cosmetic Users in Indonesia Riyanto, Ricarhdus Rikky; Pangaribuan, Christian Haposan
Journal of Management Economic and Financial Vol. 3 No. 3 (2025): Special Issue
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jmef.v3i3.141

Abstract

Rising environmental awareness has spurred demand for green products, yet a gap persists between concern and purchase behavior, especially among Gen Z consumers in emerging markets like Indonesia. This study investigates how environmental concern influences green purchase intention, mediated by attitude and subjective norms, using Sensatia Botanicals cosmetics as a case study. A quantitative survey of 170 Indonesian Gen Z non-buyers was analyzed via SEM-PLS to test hypotheses derived from green consumer behavior theory. Environmental concern significantly shapes attitudes toward green products (p = 0.000) but not purchase intention directly (p = 0.644). Attitude fully mediates this relationship (p = 0.000), while subjective norms show no significant mediation (p = 0.409), underscoring the dominance of personal over social factors. Marketers should prioritize attitude formation through education and product benefits over social campaigns. Future research could explore pricing strategies (e.g., dynamic pricing) and behavioral nudges to bridge the intention-action gap.
Co-Authors Aggraeni, Ella Intan Alif, Muhammad Gunawan Amini, Nuzulia Anggeliana, Dhea Antari, Ni Kadek Yuni Arief Perdana Kumaat Bambang Setiono Barlian, Erland Bernanda, Devi Yurisca Butar Butar, Ivan Destian Christin, Lelly Citra, Baiq Sany Ayu DANIAL THAIB Doa, Fidelia Novena Effendi, Sahlan Furqan, Farhan Galingging, Jesusha Glory Anemone Glisina Dwinoor Rembulan Gularso, Kurnadi Hamidah, Rusyda Haqi Putri, Id'hayani Shavana Hong, Kristy islam, sri susilawati Iwan Setiawan Kartika, Leni Ajeng Kembau, Agung Stefanus Kurniawati, Regina Zaviera Anggi Laurinda, Cindy Luhur, Calista Maharani, Regita Maldini, Anak Agung Kompiyang Ratih Maria Francisca Lies Ambarwati Megawati, Yenli Meliana Meliana Muhril Ardiansyah Niha, Irma Shafika Nilam, Edric Budiman Novitasari, Evi Nurfaiza, Nazia Pananda Pasaribu, Pananda Pratama, Mohammad Harry Prayitno, Sentot Basuki Princes, Elfindah Ramadhanti, Jovita Riyanto, Ricarhdus Rikky Roemawi, Nathania Ferinda Santo Tjhin Setiawan, Johan Sherisa, Livia Alma Sitinjak, Martinus Fieser Titanicko, Titanicko Tri Wismiarsi, Tri Wanda, Meisya Yandi, Muhammad