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All Journal JUIMA : Jurnal Ilmu Manajemen EKONOMIS : Journal of Economics and Business Jurnal Muara Ilmu Ekonomi dan Bisnis Budimas : Jurnal Pengabdian Masyarakat International Journal of Applied Business and International Management EMAS
Usadi, Made Pradnyan Permana
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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From Personal and Environmental Values to Green Beauty Loyalty: The Role of Satisfaction and Green Reward Prayoga, I Made Surya; Usadi, Made Pradnyan Permana; Diputra, I Komang Suryadnya
International Journal of Applied Business and International Management Vol 11, No 1 (2026): April 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i1.4499

Abstract

Growing environmental awareness among Generation Z has increased demand for sustainable consumption, particularly in the cosmetics industry. However, the mechanisms through which value orientation influences green beauty loyalty remain unclear. This study examines the effects of altruistic and egoistic values on green beauty loyalty, with green satisfaction as a mediating variable and green reward as both a direct predictor and moderating factor. A quantitative approach was employed using data collected from 280 Indonesian Generation Z consumers who have prior experience with green cosmetic products. The data were measured using a seven-point Likert scale and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that egoistic value (? = 0.424, p = 0.006) and altruistic value (? = 0.443, p = 0.003) significantly enhance green satisfaction, which strongly influences green beauty loyalty (? = 0.788, p 0.001), indicating full mediation. However, the direct effects of both values on loyalty are not significant. Green reward exerts a significant direct effect on loyalty (? = 0.402, p 0.001) but does not moderate the satisfaction–loyalty relationship (p = 0.980). These results highlight the pivotal role of satisfaction and suggest that reward mechanisms function as independent drivers of sustainable consumer loyalty, offering both theoretical and managerial implications.
Co-Authors Astuti Pranadewi, Putu Mira Dwinata JS, I Putu Wahyu I Gusti Ngurah Bagus Gunadi I Komang Oka Permadi I Komang Suryadnya Diputra I Made Surya Prayoga JS, I Putu Wahyu Dwinata Kusuma, I Gusti Ngurah Agung Gede Eka Teja Mentari, Ni Made Indah Nengah Landra Ni Made Dwi Puspitawati Ni Putu Yeni Astiti Oktaviardhana, I Putu Arie pinaria, ni wayan chintia Prayoga, Kadek Satya Putu Ari Pertiwi Sanjiwani Sari, Ni Putu Julia Komala Sukarini, Ni Kadek Ratna Swandewi, Ni Kadek Wibawa, I Wayan Sucipta Widyantara, Made Yoga Artika