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All Journal International Journal of Application on Economics and Business Journal of Management, Economic, and Financial
Riyanto, Ricarhdus Rikky
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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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): Journal of Management, Economic and Financial
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/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.
THE IMPACT OF LEMONILO GREEN MARKETING ON PURCHASE INTENTION Riyanto, Ricarhdus Rikky; Sander, Ongky Alex; Megawati, Yenli; Elim, Rickel Arial Kaisar; Cerlysia, Cerlysia
International Journal of Application on Economics and Business Vol. 1 No. 3 (2023): Agustus 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i3.1581-1589

Abstract

Green marketing concept is getting popular in Indonesia and the world. Various food companies start innovating and launching food brands that use environmentally friendly concept. This research aims to identify impact of environmental concern, attitude toward green products purchase and on Lemonilo purchase intention. This research uses quantitative approach method by using primary data sources from e-questionnaire. The research result shows there is a significant impact of environmental concern on attitude toward green products purchase. The research also found that there is a significant impact of attitude toward green products on Lemonilo purchase intention. However, there is no significant impact of environmental concern on Lemonilo Purchase Intention.
Co-Authors Cerlysia, Cerlysia Elim, Rickel Arial Kaisar Megawati, Yenli Pangaribuan, Christian Haposan Sander, Ongky Alex