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All Journal The Asian Journal of Technology Management (AJTM) ACCRUALS (Accounting Research Journal of Sutaatmadja) International Journal of Research in Community Services International Journal of Quantitative Research and Modeling Jurnal Abdimas Kartika Wijayakusuma Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Journal of Trends Economics and Accounting Research
Septiarini, Eka
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Physics Social Sciences Other

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Journal : Journal of Trends Economics and Accounting Research

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Customers’ Trust on Sustainable Cosmetics Products’ Campaigns Septiarini, Eka; Tania Adialita
Journal of Trends Economics and Accounting Research Vol 4 No 4 (2024): June 2024
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v4i4.1214

Abstract

The beauty industry in Indonesia is growing rapidly. Along with this growth, some cosmetic industries differentiate by offering the concept of green cosmetics or sustainable beauty. Green campaigns through social media are closely related to the company's strategy to provide knowledge about the environment and inform product values so it will build customer trust and interested to buy sustainable cosmetic products. The objective of this study is to inspect the influence of green campaigns on green trust and green purchase intention of sustainable cosmetics products. This study uses descriptive and associative quantitative methods and analyzed by Smart-PLS Software 3.3. 224 respondents completed the research questionnaire, but only 172 respondents met requirements of this study (had an experience watched green campaigns from sustainable cosmetics). The results showed that the green campaigns affect green trust 65,9% and 54% to the green purchase intention. Green trust affects green purchase intention by 32,2%. Furthermore, green trust also mediates 21,2% the effect of green campaigns on green purchase intention.
Co-Authors Aas, Raihan Elian Abdullah, Riono Aulia Adialita, Tania Dewi Rahmi DIAN LESTARI Dudung Juhana Hardiningtya, Kishanty Horas Djulius Irsyadi, Faiz LIA SITI HALIMAH Lukni Burhanuddin Ahmad Muthiah, Ceha Mutiah, Ceha Natita, Rendi Kusuma Prayitno, Arief Rahardianto, Rahardianto Ratnamurni, Elis Dwiana Sari, Charlina Satriawan, Dhennies Ariel Aru Sri Hastuti Sukirman Sukirman Tania Adialita