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All Journal Jurnal Akuntansi dan Manajemen Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Damarani, Zelika Nidya
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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From values to action: the critical mediation of green brand image in green cosmetics purchase behaviour Maharani, Shabira; Damarani, Zelika Nidya; Nurdianasari, Rista
Jurnal Akuntansi dan Manajemen Vol. 23 No. 1 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/jam.v23i1.259

Abstract

Despite the growing interest in sustainable beauty products, many consumers still do not translate this interest into actual purchases of eco-friendly products. This study examines how three perceived consumer values environmental, quality, and social value shape green brand image and how that image drives actual purchase behavior in the Indonesian green cosmetics market. A cross-sectional online survey was conducted with female consumers (N = 160) who had purchased green cosmetics within a recent period. The data were analyzed using SEM–AMOS. A set of nineteen verified measurement items was employed to evaluate the five underlying constructs using a 10-point scale. Structurally, all three values were found to have a positive influence on green brand image, and green brand image significantly predicted purchase behavior. The analysis also confirmed that green brand image mediates the influence of environmental value, quality value, and social values on purchase behavior. The constructed model successfully explained over 50% of the variance in both brand image and purchase behavior. The suggested managerial implications include: presenting credible environmental proof, ensuring consistently high product performance, and developing strategies that build social recognition for the brand.
Advancing Green Marketing in Southeast Asia’s Cosmetics Industry: A Systematic Literature Review of Trends, Challenges, and Opportunities Damarani, Zelika Nidya; Nurdianasari, Rista; Maharani, Shabira
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 2 (2025): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i2.1069

Abstract

The cosmetics sector in Southeast Asia is undergoing swift changes, spurred by a global surge in environmental consciousness and the embrace of sustainable business practices. This research employs a Systematic Literature Review (SLR) to explore the development, opportunities, and obstacles of green marketing in the region’s cosmetics industry. Using the PRISMA framework, 80 peer-reviewed articles published from 2020 to 2025 were examined across six thematic areas: consumer behavior, corporate green strategies, technological innovation, institutional and financial support, socio-cultural and regulatory context, and sustainable operational practices. The study’s findings indicate that environmental awareness, health consciousness, and brand authenticity are the most significant predictors of purchasing behavior for green cosmetics, while price sensitivity and a lack of understanding of eco-labels remain major challenges. The incorporation of corporate social responsibility (CSR), digital innovation, and eco-design boosts consumer trust and brand differentiation, making green marketing both a competitive strategy and a driver of sustainability. However, regional differences, inconsistent regulations, and weak enforcement hinder the widespread adoption of sustainable practices. The review highlights research gaps, such as the need for cross-country comparative studies, mechanisms to detect greenwashing, and technology-enabled transparency frameworks. Overall, green marketing in Southeast Asia’s cosmetics industry is showing increasing maturity and strategic alignment with the United Nations Sustainable Development Goals (SDGs), particularly Responsible Consumption and Production (SDG 12) and Climate Action (SDG 13), emphasizing its crucial role in promoting sustainable economic growth and ethical consumerism.
The Role of Social Media Influencers in Cosmetic Marketing: A Systematic Literature Review Nurdianasari, Rista; Maharani, Shabira; Damarani, Zelika Nidya
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 2 (2025): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i2.1077

Abstract

The rapid growth of social media has transformed the beauty and cosmetics industry, positioning social media influencers (SMIs) as critical intermediaries between brands and consumers. This study conducts a Systematic Literature Review (SLR) of 37 empirical articles published between 2015 and 2025 to synthesize how influencer credibility, authenticity, and parasocial relationships affect consumer behavior, brand perception, and purchase intention. The review follows PRISMA 2020 and bibliometric protocols using Publish or Perish, Scopus, CrossRef, and Covidence for systematic screening. The findings indicate four dominant research themes: (1) source credibility and influencer attributes, (2) authenticity and parasocial relationships, (3) consumer behavioral outcomes such as brand trust and loyalty, and (4) strategic influencer marketing practices. The results reveal that trustworthiness and authenticity consistently mediate the relationship between influencer credibility and purchase intention, while cultural and contextual factors moderate these effects. Moreover, micro- and nano-influencers are increasingly valued for their authenticity and engagement over macro-influencers with larger audiences. The review concludes that influencer marketing in the cosmetics sector has evolved from transactional promotion to relational advocacy, emphasizing ethical transparency, audience alignment, and sustainable consumer loyalty.
Co-Authors Maharani, Shabira Nurdianasari, Rista