Factors Influencing Women's Purchase Intention for Green Cosmetic Products in DKI Jakarta Province

Abstract

In recent decades, society has faced complex challenges related to environmental issues and environmental protection. Major environmental issues include ozone layer depletion, global warming, and water and air pollution. This is due to the fact that Indonesia is one of the countries that will first feel the impact of global warming because it is located on the equator. The growing environmental consciousness among consumers has led to an increased demand for sustainable products, including green cosmetics. Understanding the factors influencing women's purchase intention for green cosmetics is crucial for developing effective marketing strategies. A total of population and sample 400 respondents were recruited using purposive sampling. The survey was disseminated via social media platforms using Google Forms. Inclusion criteria for respondents were: being a woman residing in DKI Jakarta, aged 18 years or older, and having an interest in or having purchased green cosmetic products. The study adopted a quantitative  purposive sampling design. The collected data was analyzed using SPSS 29 software. To ensure the quality of the data, the validity and reliability of the survey instrument were assessed prior to further analysis. Exploratory factor analysis (EFA) was employed to identify the underlying factors that emerged from the questionnaire items. The result of this study, ATB dimension shows a very good average score, which means consumers have a positive attitude towards environmentally friendly cosmetics and are interested in buying them. The SN dimension shows a very good average score in social and environmental norms towards environmentally friendly cosmetics. The PBC dimension shows a very good average score, which means consumers are very confident in having full control over the decision to buy environmentally friendly cosmetics.