<![CDATA[ABSTRAKKonsumen terhadap isu lingkungan terus meningkat, mendorong permintaan produk perawatan kulit yang ramah lingkungan. Meskipun demikian, banyak konsumen masih mempertimbangkan harga premium sebagai hambatan utama dalam keputusan pembelian produk ramah lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh pengetahuan produk, persepsi kualitas, kepedulian lingkungan, dan norma subjektif terhadap niat membeli serta kesediaan membayar harga premium pada produk perawatan kulit ramah lingkungan. Selain itu, studi ini juga mengkaji peran niat membeli sebagai variabel mediasi dalam hubungan antara keempat konstruk awal dengan kesediaan membayar harga premium. Data dikumpulkan melalui kuesioner daring dari 385 responden yang telah produk perawatan kulit ramah lingkungan. Analisis data dilakukan menggunakan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa pengetahuan produk, persepsi kualitas, kepedulian lingkungan, dan norma subjektif berpengaruh poABSTRACTConsumer concern for environmental issues continues to rise, driving demand for eco-friendly skincare products. However, many consumers still perceive premium pricing as a major barrier in purchasing green products. This study aims to analyze the influence of product knowledge, perceived quality, environmental concern, and subjective norms on purchase intention and willingness to pay a premium price for eco-friendly skincare products. Additionally, the study examines the mediating role of purchase intention in the relationship between the four antecedent constructs and willingness to pay a premium. Data were collected through an online questionnaire from 385 respondents who had previously purchased eco-friendly skincare products. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The results reveal that product knowledge, perceived quality, environmental concern, and subjective norms have a positive and significant effect on purchase intention. Furthermore, pu ]]>
