Pengaruh Environmental Awareness Terhadap Green Purchase Intentions yang Dimediasi oleh Green BeautyProduct Knowledge dan Environmental Concerns pada Green Beauty Product Garnier

Adinda Kalitta Tafiana, Tarandhika Tantra

Abstract


According to BPOM, the cosmetics industry has increased by 20.6% up to July 2022. According to the Cosmetic Packaging Market Growth, Trends, and Forecast 2020, almost 50% of cosmetic packaging is made of plastic. This is supported by the increase in online shopping activities during the pandemic, which has increased by 25%-30%, meaning that the waste from used products has also increased, and the sector that dominates the most is the cosmetics sector. Not all cosmetics, such as skincare or face and body treatments, have a negative impact. Since 2020, Garnier has transformed into one of the green beauty products.

This research uses a quantitative method by examining cause and effect and focusing on research variables. The study aims to see if there is a direct effect of Environmental Awareness on Green Product Knowledge and Environmental Concerns, direct and indirect effects on Green Purchase Intentions for Garnier by Green Product Knowledge and Environmental Concerns. Data analysis is carried out using Covariant-Based Structural Equation Model (CB-SEM) with AMOS 26 software.

The study shows a significant and positive direct influence of Environmental Awareness on Green Product Knowledge and Environmental Concerns, Environmental Concerns on Green Purchase Intentions, and Environmental Concerns playing a positive mediating role. However, Green Product Knowledge shows no significant influence on Green Purchase Intentions, also in mediating between Environmental Awareness and Green Purchase Intentions.

Full Text:

PDF

References


Al-Gasaneh, J. A., & Al-Adamat, A. M. (2020). The Mediation Role of e-word of mouth on The Relationship Between Content Marketing and Green Purchase Intention. Management Science Letters, 8.

American Marketing Association (AMA). (2017). Definitions of Marketing. American Marketing Association (AMA), hal. 1.

Andronie, M., Gardan, D. A., Dumitru, I., Gardan, I. P., Adronie, I. E., & Uta, C. (2018). Integrating The Principles of Green Marketing by Using Big Data Good Practices. Amfiteatru Economic Journal, 13.

Aprilisya, N. P., Yasa, N. N., & Giantari, I. G. (2017). Peran Sikap Memediasi Pengaruh Pemasaran Hijau Terhadap Niat Beli Produk Ramah Lingkungan. E-Jurnal Manajemen Unud , 28.

Atase Perdagangan KBRI Tokyo. (2021). Laporan Analisis Intelijen Bisnis Produk Kosmetik (Skincare). Tokyo: KBRI Tokyo.

Baiquini, A. M., & Ishak, A. (2019). The Green Purchase Intention of Tupperware products:the role of green brand positioning. Siasat Bisnis, 14.

Bayu, D. (2022, June 13). Remaja Paling Banyak Gunakan Internet di Indonesia pada 2022. DataIndonesia.id, hal. 1.

Chen, K., & Deng, T. (2016). Research on the Green Purchase Intentions from the Perspective of Product Knowledge. Sustainability, 16.

Chen, Y.-S., & Chang, C.-H. (2012). Enchange green purchase intentions : The roles of green perceived value, green perceived risk, and green trust. Management Decision, 19.

Chen, Y.-S., & Chang, C.-H. (2012). Enhance Green Purchase Intentions The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust. Management Decision, 27.

Choudhary, A., & Gokarn, S. (2013). GREEN MARKETING: A MEANS FOR SUSTAINABLE DEVELOPMENT. Journal of arts, Science & Commerce, 8.

Citra Narada Putri. (2022, Maret 4). Jangan Asal Buang, Kumpulkan Kemasan Skincare Habis Pakai di Recycle Station Ini. parapuan.co, hal. 1.

Darma, B. (2021). Ststitika Penelitian Menggunakan SPSS (Uji Validitas, Uji Reliabilitas, Regresi Linear Sederhana, Regresi Linear Berganda, Uji tm Uji F, R2). DKI Jakarta: Guepedia.

Dewi, C. S., & Annas, M. (2022). Consumption Value dimension of green purchase intention with green trust as mediating variable. Dinasti International Journal of Economics, Finance & Accounting, 11.

Du, H., Liu, D., K.Sovacool, B., Wang, Y., Ma, S., & Li, R. Y. (2018). Who buys New Energy Vehicles in China? Assessing Socialpsychological predictors o purchasing awareness, intention, and policy. 14.

Esmaeilpour, M., & Bahmiary, E. (2017). Investigating the impact of environmental attitude of the green product with the mediating role of environmental concern and care for green products. Management & Marketing: Challenges for the nowledge Society, 20.

F.Hair, J., M.Ringle, C., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling. Handbook of Market Research, 48.

Febiola Febrinastri. (2022, September 13). Hingga Juli 2022, Industri Kosmetik Meningkat 83% dan Didominasi UKM. suara.com, hal. 3.

Fildzaishma, M., Pradekso, T., & Ulfa, n. S. (2022). HUBUNGAN PERSEPSI PESAN SUSTAINABLE BEAUTY DAN DAYA TARIK BRAND MBASSADOR GARNIER DALAM KAMPANYE GARNIER GREEN BEAUTY DENGAN BRAND IMAGE GARNIER SEBAGAI BRAND RAMAH LINGKUNGAN. https:fisip.undip.ac.id, 13.

Garnier. (2022). Garnier Berkomitmen menuju Green Beauty Join Movement. Indonesia: Garnier.co.id.

Hair, J. F., Hult, G. T., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Switzerland: Springer Nature Switzerland AG.

Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) Berbasis Varian Konsep Dasar dan Aplikasi Program SMart PLS 3.2.8 dalam Riset Bisnis. Jakarta Pusat: PT Inkubator Penulis Indonesia.

Haryono, S. (2016). Metode SEM Untuk Penelitian Manajemen dengan AMOS LISREL PLS. Bekasi: PT. Intermedia Personalia Utama.

Haryono, S. (2017). Metode SEM untuk Penelitian Manajemen AMOS, Lisrel, PLS. Pasuruan: Luxima Metro Media .

Hutan, E. L. (2022, April 4). 10 Brand Skincare Lokal yang Peduli Lingkungan & Hutan Indonesia. Lindungi Hutan.

Hutan, L. (2022). 10 Brand Skincare Lokal yang Peduli Lingkungan & Hutan Indonesia. Lindungi Hutan.

Indrawati. (2015). Metode Penelitian Manajemen Dan Bisnis Konvergenso Teknologi Komunikasi dan Informasi. Bandung: PT Refika Aditama.

Joo, D.-N. A., Qalati, S. A., Khan, A., & Naz, S. (2020). Purchase intention toward organis food among young consumers using theory of planned behavior : role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 29.

Kardos, M., Gabor, M. R., & Cristache, N. (2019). Green Marketing’s Roles in Sustainability and Ecopreneurship. Cse Study: Green Packaging's Impact on Romanian Young Consumers' Environemental Responsibility. Sustainabiliy, 12.

Kementrian Koperasi dan UKM. (2022, Juni 29). Apa itu Marketing Mix? Mengenal Konsep 4P dan 7P. KEMENKOPUKM, hal. 1.

Kock, N. (2021). WarpPLS User Manual: Version 7.0. Laredo, Texas.

Kock, N., & Lynn, G. S. (2012). Lateral Collinearity and Misleading Results in Variance-Based SEM: An Illustration and Recommendations. Journal of The Association for information Systems, 36.

Kompas.com. (2022, Juni 5). #PakeSampaiHabis, Solusi Nyata Kurangi Sampah Produk Skincare di Rumah. Kompas.com, hal. 1.

Kotler, P., & Keller, K. L. (2016). Marketing Management Vol. 53.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management. Pearson Education Limited.

Li, J., Zhang, D., & Su, B. (2019). The Impact of Social Awareness and Lifestyles on Household Carbon Emissions in China. 11.

Lindungi Hutan, E. (2022). 10 Brand Skincare Lokal yang Peduli Lingkungan & Hutan Indonesia. Lindungi Hutan.

Lou, X., & Li, L. M. (2021). The Relationships Between Identity and Evironmental Concern : A meta-analysis. Environmental Psychology, 15.

Mahdi, M. I. (2022, March 2). Pendapatan Produk Kecantikan di Indonesia Diproyeksi Terus Naik. DataIndonesia.id, hal. 1.

Mahmoud, T. O. (2018). Impact of Green Marketing Mix on Purchase Intention. International Journal of Advanced and Applied Sciences, 9.

Mahmoud, T. O. (2019). Green Marketing: A Marketing Mix Concept. International Journal of Electrical, Electronics, and Computers (EEC Journal), 7.

Maichum, K. (2016). Application of the Extended Theory of Planned Behavior Modelto Investigate Purchase Intention of Green Products among Thai Consumers. Sustainability, 21.

Makmun, N. (2022, Oktober 12). Industri Kecantikan Tumbuh Pesat Berkat Platform Digital. investor.id, hal. 1.

Nathania, V. (2022, May 19). 5 Bahan Skincare Ini Dinilai Dapat Merusak Lingkungan, Sudah Tahu? Gadis.co.id.

Nguyen-Viet, B. (2022). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia Pasific Journal of Business Administration, 21.

Olson, E. M., Slater, S. F., Hult, G. T., & Olson, K. M. (2018). The Application of Human Resource Management Policies Within the Marketing Organization: The Impact on Business and Marketing Strategy Implementation. Industrial Marketing Management, 12.

Prof. Dr. Ssiwoyo Haryono, M. M. (2016). Metode SEM untuk Penelitian Manajemen AMOS LISREL PLS. Bekasi: Badan Penerbit PT. Intermedia Personalia Utama.

Putri, A. W. (2019, Agustus 12). Limbah Plastik Produk-produk Kecantikan yang Tak Kalah Berbahaya. tirto.id, hal. 1.

Rini, A. S., Sukaatmadja, I. P., & Giantara, I. G. (2017). Pengaruh Pengetahuan Lingkungan dan Kepedulian Lingkungan Terhadap Sikap dan Niat Beli Produk Hijau "The Body Shop" Di Kota Denpasar. Ekonomi dan Bisnis Universitas Udayana, 30.

Salimi, A. R. (2019). Effects of environmental concerns and green knowledge on green product consumptions with an emphasis on mediating role of perceived behavioral control, preceived value, attitude, and subjective norm. international transaction journal of engineering, management, & applied sciences & technologies, 11.

Santoso, I., Mustaniroh, S. A., & Pranowo, D. (2018). Keakraban Produk dan Minat Beli Frozen Food: Peran Pengetahuan Produk, Kemasan, dan Lingkungan Sosial. 12.

Sarwono, J., & Narimawati, U. (2015). Membuat Skripsi, Tesis, dan Disertasi dengan Partial Least Square SEM (PLS-SEM). Yogyakarta: Yogyakarta Andi Offset.

Sekhokoane, L., Qie, N., & Rau, P.-L. P. (2017). do consumption values and environmental awareness impact on green consumption in china. Springer International Publishing, 11.

Sekhokoane, L., Qie, N., & Rau, P.-L. P. (2017). Do Consumption Values and Environmental Awareness Impact on Green Consumption in China. Springer International Publishing , 11.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: ALFABETA.

Sugiyono. (2018). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif, dan R&d . Bandung: Alfabeta.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sujalu, A. P., Latif, I. N., Bakrie, I., & Milasari, L. A. (2021). Statistika Ekonomi 1. Yogyakarta: Zahir Publishing.

Sujarweni, V. W. (2015). Metodologi Penelitian Bisnis & Ekonomi. Yogyakarta: Yogyakarta Pustaka Baru.

Syahrivar, J. (2017). Pengaruh Kesadaran Lingkungan Terhadap Keputusan Pembelian Kosmetik Ramah Lingkungan di Kawasan Industri Cikarang. 20.

Szerenyi, Z. M., Zsoka, A., & Szechy, A. (2012). Environmental Education and Pro-environmental Consumers Behaviour - results of a university survey. 26.

Umar, H. (2011). Metode Penelitian untuk Skripsi dan Tesis Bisnis Edisi Kedua. Jakarta: Rajawali Pers.

Wang, H., Ma, B., & Bai, R. (2019). How Does Green Product Knowledge Effectively Promote Green Purchase Intention? Sustainability, 13.

Wang, Y., Hazen, B. T., & Mollenkopf, D. A. (2016). Consumer product knowledge and intention to purchase remanufactured products. International Journal of Production Economics, 21.

Weston, R., & JR., P. A. (2006). A Brief Guide to Structural Equation Modeling. The Counseling Psychologist, 34.

Zahra, S. R., & Hardiyanto, N. (2022). Memprediksi Niat Beli Konsumen pada Produk Hijau:dengan Menggunakan TBP dan Kesadaran Lingkungan (Studi Kasus pada Produk Kecantikan Hjau Avoskin). Prosiding The 13th Industrial Research Workshop and National Seminar, 7.

Zameer, H., & Yasmeen, H. (2022). Green innovation and environmental awareness driven green purchase intentions. Marketing Intelligence & Planning, 15.




DOI: https://doi.org/10.32502/jimn.v12i2.5939

Refbacks

  • There are currently no refbacks.


Creative Commons License
Jurnal Ilmu Manajemen is published by Pascasarjana Management Department. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

INDEXED / ABSTRACTED

     BASE Logo      logo