IDENTIFIKASI FAKTOR PENENTU MINAT BELI PADA PRODUK KECANTIKAN HIJAU

Abstract

This study conducted to identify the effect of green product and green brand image on green purchase intention in beauty products. The Environmental issues accompanied by various campaigns and government instructions in the management of environmental damage encourage consumer and producer preferences to consume and produce products with environmentally friendly concepts. The limitations of the research and the contradictions of previous studies prompted the author to investigate the effect of green products, green brand image and green purchase intention in the current growing green marketing trend in Indonesia. The data used are primary data with a questionnaire collected from 120 respondents in Jabodetabek. The sampling technique used a non- probability sampling method with purposive sampling technique with the sample criteria being women aged 18 years, who know and like beauty care products related to the green product. The results show that green product and green brand image will jointly influence the green purchase intention in green marketing efforts. Meanwhile, the relationship between green product and green purchase intention needs to be mediated by a green brand image. This provides input to green product producers, especially in the beauty care industry, that green brand image is necessary and crucial to attract consumers 'attention to increase potential consumers' green purchase intention