SUSTAINABLE BEAUTY AND GENERATION Z: INVESTIGATING THE ROLE OF TRUST AND ECO-LABEL ENGAGEMENT IN PURCHASE INTENTIONS
DOI:
https://doi.org/10.35446/bisniskompetif.v4i3.2341Keywords:
consumer trust, eco-label, eco-friendly cosmetics, green marketing, purchase intention, retailer preferenceAbstract
This study aims to examine the effect of preference for sustainable retailers and trust in sustainable producers on Generation Z’s intention to buy eco-friendly cosmetic products. In addition, it investigates the role of eco-label involvement in building trust. Using a quantitative survey approach with 130 respondents in Semarang, data were analyzed using PLS-SEM. The findings indicate that preference for green retailers and trust in producers significantly influence purchase intention. Eco-label involvement effectively enhances trust and serves as a partial mediator. This study contributes to green marketing strategies, especially among environmentally conscious youth
References
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Banytė, J., Vaidelinskaitė, Š., & Šalčiuvienė, L. (2023). Investigating the Link Between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms. Sustainability, 15(24), 16800. https://doi.org/10.3390/su152416800
Maulida, A., & Hapsari, R. (2024). Understanding the Influence of Religiosity, Halal Label, Eco Label, and Halal Green Perception on Customer Loyalty. International Journal of Research in Business and Social Science (2147-4478), 13(4), 64–75. https://doi.org/10.20525/ijrbs.v13i4.3303
Pan, C., Yu, L., Wu, J., & Wang, Y. (2021). The Influence of Green Packaging on Consumers’ Green Purchase Intention in the Context of Online-to-Offline Commerce. Journal of Systems and Information Technology, 23(2), 133–153. https://doi.org/10.1108/jsit-11-2019-0242
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Vania, C., & Ruslim, T. S. (2023). The Effect of Environmental Concern, Attitude, Green Brand Knowledge, Green Perceived Value on Green Purchase Behavior With Green Purchase Intention as a Mediating Variable on Green Beauty Products. Jurnal Ilmiah Manajemen Dan Bisnis, 9(3), 325. https://doi.org/10.22441/jimb.v9i3.18126
Waris, I., & Ahmed, W. (2020). Empirical Evaluation of the Antecedents of Energy-Efficient Home Appliances: Application of Extended Theory of Planned Behavior. Management of Environmental Quality an International Journal, 31(4), 915–930. https://doi.org/10.1108/meq-01-2020-0001
Zhang, X., Dong, F., Hanaysha, J. R., Shaikh, M. E. Al, ..., Rivaldo, Y., Kamanda, S. V, Yusman, E., Mbete, G. S., Tanamal, R., Al-Azzam, A. F., Al-Mizeed, K., & Hanaysha, J. R. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. Jurnal Mantik. https://www.sciencedirect.com/science/article/pii/S2667096822000453
Anggriani, A., Daryanto, A., & Asikin, Z. (2024). Sustainable Apparel Product Purchase Decisions on Indonesian Gen Z and Millennial Women Consumers Using Theory of Planned Behaviour. Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.10.1.223
Banytė, J., Vaidelinskaitė, Š., & Šalčiuvienė, L. (2023). Investigating the Link Between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms. Sustainability, 15(24), 16800. https://doi.org/10.3390/su152416800
Maulida, A., & Hapsari, R. (2024). Understanding the Influence of Religiosity, Halal Label, Eco Label, and Halal Green Perception on Customer Loyalty. International Journal of Research in Business and Social Science (2147-4478), 13(4), 64–75. https://doi.org/10.20525/ijrbs.v13i4.3303
Pan, C., Yu, L., Wu, J., & Wang, Y. (2021). The Influence of Green Packaging on Consumers’ Green Purchase Intention in the Context of Online-to-Offline Commerce. Journal of Systems and Information Technology, 23(2), 133–153. https://doi.org/10.1108/jsit-11-2019-0242
Rosa, A. L., & Jorgensen, J. J. (2021). Influences on Consumer Engagement With Sustainability and the Purchase Intention of Apparel Products. Sustainability, 13(19), 10655. https://doi.org/10.3390/su131910655
Song, Y., Qin, Z., & Qin, Z. (2020). Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase. Sage Open, 10(4). https://doi.org/10.1177/2158244020963573
Su, D. N., Duong, T. H., Thanh Tran Dinh, M., Nguyen-Phuoc, D. Q., & Johnson, L. W. (2021). Behavior towards shopping at retailers practicing sustainable grocery packaging: The influences of intra-personal and retailer-based contextual factors. Journal of Cleaner Production, 279, 123683. https://doi.org/10.1016/j.jclepro.2020.123683
Vania, C., & Ruslim, T. S. (2023). The Effect of Environmental Concern, Attitude, Green Brand Knowledge, Green Perceived Value on Green Purchase Behavior With Green Purchase Intention as a Mediating Variable on Green Beauty Products. Jurnal Ilmiah Manajemen Dan Bisnis, 9(3), 325. https://doi.org/10.22441/jimb.v9i3.18126
Waris, I., & Ahmed, W. (2020). Empirical Evaluation of the Antecedents of Energy-Efficient Home Appliances: Application of Extended Theory of Planned Behavior. Management of Environmental Quality an International Journal, 31(4), 915–930. https://doi.org/10.1108/meq-01-2020-0001
Zhang, X., Dong, F., Hanaysha, J. R., Shaikh, M. E. Al, ..., Rivaldo, Y., Kamanda, S. V, Yusman, E., Mbete, G. S., Tanamal, R., Al-Azzam, A. F., Al-Mizeed, K., & Hanaysha, J. R. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. Jurnal Mantik. https://www.sciencedirect.com/science/article/pii/S2667096822000453
Anggriani, A., Daryanto, A., & Asikin, Z. (2024). Sustainable Apparel Product Purchase Decisions on Indonesian Gen Z and Millennial Women Consumers Using Theory of Planned Behaviour. Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.10.1.223
Banytė, J., Vaidelinskaitė, Š., & Šalčiuvienė, L. (2023). Investigating the Link Between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms. Sustainability, 15(24), 16800. https://doi.org/10.3390/su152416800
Maulida, A., & Hapsari, R. (2024). Understanding the Influence of Religiosity, Halal Label, Eco Label, and Halal Green Perception on Customer Loyalty. International Journal of Research in Business and Social Science (2147-4478), 13(4), 64–75. https://doi.org/10.20525/ijrbs.v13i4.3303
Pan, C., Yu, L., Wu, J., & Wang, Y. (2021). The Influence of Green Packaging on Consumers’ Green Purchase Intention in the Context of Online-to-Offline Commerce. Journal of Systems and Information Technology, 23(2), 133–153. https://doi.org/10.1108/jsit-11-2019-0242
Rosa, A. L., & Jorgensen, J. J. (2021). Influences on Consumer Engagement With Sustainability and the Purchase Intention of Apparel Products. Sustainability, 13(19), 10655. https://doi.org/10.3390/su131910655
Song, Y., Qin, Z., & Qin, Z. (2020). Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase. Sage Open, 10(4). https://doi.org/10.1177/2158244020963573
Su, D. N., Duong, T. H., Thanh Tran Dinh, M., Nguyen-Phuoc, D. Q., & Johnson, L. W. (2021). Behavior towards shopping at retailers practicing sustainable grocery packaging: The influences of intra-personal and retailer-based contextual factors. Journal of Cleaner Production, 279, 123683. https://doi.org/10.1016/j.jclepro.2020.123683
Vania, C., & Ruslim, T. S. (2023). The Effect of Environmental Concern, Attitude, Green Brand Knowledge, Green Perceived Value on Green Purchase Behavior With Green Purchase Intention as a Mediating Variable on Green Beauty Products. Jurnal Ilmiah Manajemen Dan Bisnis, 9(3), 325. https://doi.org/10.22441/jimb.v9i3.18126
Waris, I., & Ahmed, W. (2020). Empirical Evaluation of the Antecedents of Energy-Efficient Home Appliances: Application of Extended Theory of Planned Behavior. Management of Environmental Quality an International Journal, 31(4), 915–930. https://doi.org/10.1108/meq-01-2020-0001
Zhang, X., Dong, F., Hanaysha, J. R., Shaikh, M. E. Al, ..., Rivaldo, Y., Kamanda, S. V, Yusman, E., Mbete, G. S., Tanamal, R., Al-Azzam, A. F., Al-Mizeed, K., & Hanaysha, J. R. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. Jurnal Mantik. https://www.sciencedirect.com/science/article/pii/S2667096822000453
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- 2025-12-27 (2)
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