The Role of Environmental Awareness Towards Generation Z’s Green Purchase Intention in Indonesia: Planned Behavior Theory

Abstract

In recent years, the cosmetic industry in Indonesia has experienced a sustainable growth due to the emergence of both new local and established brands with strong reputations. Among all, Generation Z represents the predominant demographic shaping the trajectory of the beauty industry in Indonesia. However, the majority of conventional cosmetics have limited regard towards the environmental impact. To mitigate further impacts, concerted efforts are needed to enhance consumers’ interest in green cosmetics to protect the environment. As a result, the trend of using and seeking for natural cosmetics are in noticeable surge, but green cosmetics consumption remains relatively low. In this research, the researcher aims to find out the role of environmental awareness towards green cosmetics purchase intention (GCPI). Theory of Planned Behavior (TPB) is implemented as a conceptual framework to elucidate the purchasing intention for green cosmetics, followed by environmental awareness, willingness to pay, health consciousness and green marketing. The novelty of the analysis is mainly Generation Z consumers who buy and use cosmetics, living in the Greater Area of Jakarta (Jabodetabek). The data collection was done through an online questionnaire that was distributed to social media platforms. The research was conducted from May until June of 2024. With a quantitative method, the collected data will be calculated using SmartPLS 4 software and analyzed using statistical techniques based on variance through partial least squares (PLS). This research results will help the government, enterprises, and scholars with the understanding of green consumer purchase intention that encourages environmentally friendly products consumption and equip them into agents of positive change in their purchasing intention and behavior by prioritizing environmental protections.