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Luki Adiati Pratomo
Universitas Trisakti
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Determinan Niat Pembelian Produk Skincare Ramah Lingkungan di Indonesia: Pendekatan Theory of Planned Behavior yang Diperluas Sumbung, Kezia Rama Lisupindan; Pratomo, Luki Adiati
Jurnal EMT KITA Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i3.6459

Abstract

This study aims to analyze the factors influencing consumer's green purchase intention towards eco-friendly skincare products in Indonesia using the Theory of Planned Behavior (TPB) framework. The research method used was a quantitative approach with a purposive sampling technique through the distribution of questionnaires to 260 respondents. Data were analyzed using SEM through the AMOS program. The results showed that attitude toward green products and subjective norms had a positive and significant effect on green purchase intention. Meanwhile, perceived behavioral control did not have a significant effect on purchase intention towards eco-friendly skincare products. In addition, environmental knowledge did not directly influence attitude toward green products, but had a positive and significant effect on environmental sensitivity. Furthermore, environmental sensitivity and eco-labels were proven to have a positive and significant effect in shaping consumer attitudes towards eco-friendly skincare products. In conclusion, this study provides practical implications and strategic decision-making for eco-friendly skincare companies to optimize environmental education programs, product availability, and strengthen positive consumer attitudes through marketing communications that emphasize environmental benefits, ingredient safety, and product ethical value.
Co-Authors Adrian Nugroho Alauna, Farsea Zariva Almira Zerlinda Alwi, Muhamad Yusup Andina Seliani Annabelle, Katherine Asih, Rayi Retno Dwi astarini, dyah Ayu Ekasari Ayu Ekasari Bahtiar Usman, Bahtiar Bangun, Cicilia Chandra, Kris Cicilia Bangun CINDY CINDY Damayanti, Sisca Darra Pradita Hidayat Derita, Anastasia Mariana Dewi ANGGRAENI Dian Elvira Dika Septariana Dyah Astarini Erditia, Vionyka Amanda Evi Vileta Lanasier Fadilah Intan Fauzi Farasky, Agung Fatik Rahayu Fatik Rahayu Ferdiansyah, Yoga Firdayeti Ghaffari, Andi Zhafran Giri Prahasta Giri Prahasta, Giri Gunawan Gunawan Handayani, Khoriro Hermansyah, Cyril Maximus Hidayat, Darra Pradita Ibrahim, Harsha Danya Ina Oktaviana Matusin, Ina Oktaviana Indra Wicaksono Sugianto Intan Fauzi, Fadilah Jasmine Karina Khairunnisa Lisanti, Prameshwari Dinda Listiawati, Listiawati Magetsari, Ovy Noviati Nuraini Marchsela Putri, Diva Maretta, Widy Ariesty Marisa Fitria Andika Mayasari Mayasari, Mayasari Muhamad Yusup Alwi Muhammad Kevin Humala Sakti Siregar Muhammad Ridwan Muhammad Ridwan Mulia, Muhammad Rizqi Murry Harmawan Saputra Murry Harmawan Saputra Murzid, Mikail Muhammad Haikal Nadila Dewi Nurkhoirunnisa, Alya Ovy Noviati Nuraini Magetsari Pratiwi, Eka Nur Rahmanda, Arya Praditya Rahmawati, Ulfi Naria Ramba, Zelia Joanna Aurelia Raymond Siregar Restu Diannissa Risde, Kahti Ramadhia Santoso, Kenneth Seliani, Andina Septariana, Dika Shalsabilla, De'sya Shania Vebiola Manihuruk Sisca Damayanti Sisca Damayanti Soliana, Dilla Septeba Sri Vandayuli Riorini Subastian, Jon Bryan Sugiarto, Yonatan Stenly Sugijono, Vincentius Malvin Sumbung, Kezia Rama Lisupindan Tanuwijaya, Justine - Tatik Mariyanti, Tatik Ulfi Naria Rahmawati Wahyuni Rusliyana Sari Wanggi Citra Ameliana Wardah Islami Widya Iswara Wijaya, Sumadi Yoga Ferdiansyah Yulisphaputri, Fatimah Zerlinda, Almira