Impact of Consumer Environmental Concern in the Post-corona Era on Purchase Intention of Environmentally Friendly Cosmetics with Awareness of Sustainability Management Activities from Cosmetics Companies as a Medium

Abstract

Purpose: In this study, we aim to understand the structural correlation between consumer environmental concerns in the post-corona era and its impact on both purchase intention for environmentally friendly cosmetics and the perception of sustainability management activities practiced by cosmetics companies. Method: A survey was conducted from February 21 to 27, 2021, targeting adults who use cosmetics. Out of 371 samples, 334 valid samples were analyzed using the SPSS 18.0 program, and the reliability and validity were verified with Cronbach’s α. Results: It was found that environmental concerns from consumers had a significant influence on the intent to purchase environment-friendly cosmetics and on awareness of sustainability management activities implemented by cosmetic companies. Conversely, awareness of sustainability management activities significantly impacted the purchase intention for environment-friendly cosmetics. It was also discovered that perception of sustainability management activities played a huge mediating role in consumer environmental concern by influencing cosmetics purchase intention. Overall, environmental concern, awareness of sustainability management activities practiced by companies, and purchase intention grew parallel with the age of the group. The analysis showed that awareness of corporate sustainability management activities had an indirect effect in all age groups between 20 and 60 years old. Conclusion: Consumer environmental concerns in the post- corona era have impacted awareness of sustainability management activities by cosmetic companies while simultaneously affecting the purchasing of environment- friendly cosmetics. Per this awareness, cosmetic companies should seek to implement a sustainability management stratagem that satisfies both, the company and consumers.