Green Cosmetıcs And Generatıon Z In Indonesıa: The Role Of The IMB Model In Predıctıng Purchase Intentıon
The development of green cosmetics is considered a transformative step that supports sustainability issues and environmental protection. Furthermore, Generation Z, which is the largest population segment in Indonesia, shows a positive response and concern for sustainability issues. However, a deeper...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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University of Brawijaya
2023-12-01
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| Series: | APMBA (Asia Pacific Management and Business Application) |
| Subjects: | |
| Online Access: | https://apmba.ub.ac.id/index.php/apmba/article/view/709 |
| _version_ | 1797263126377267200 |
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| author | Andika Andika Nadia Nadia Della Nanda Luthfiana Fikri Budi Aulia |
| author_facet | Andika Andika Nadia Nadia Della Nanda Luthfiana Fikri Budi Aulia |
| author_sort | Andika Andika |
| collection | DOAJ |
| description | The development of green cosmetics is considered a transformative step that supports sustainability issues and environmental protection. Furthermore, Generation Z, which is the largest population segment in Indonesia, shows a positive response and concern for sustainability issues. However, a deeper understanding is needed to identify Generation Z's interests in green cosmetics. This is important considering that Generation Z is often seen as a reactionary digital society and is susceptible to being influenced by viral trends in society or on social media, as revealed in several previous studies. This research uses a theoretical framework from the Information-Motivation-Behavioral Skills (IMB) model. Through questionnaires on online survye, data from 264 Generation Z respondents in Indonesia are collected. This data was then analyzed using Descriptive Statistics and Structural Equation Modeling (SEM). The results of the analysis show that product knowledge significantly influences Generation Z's purchase intention. Self-efficacy acts as a mediator between knowledge and purchase intention. In addition, attitudes towards green cosmetics do not directly influence purchase intentions; self-efficacy becomes the bridge connecting attitudes and purchase intentions. The relationship between subjective norms and purchase intention is proven significant, with self-efficacy as the mediator. Meanwhile, although environmental awareness influences purchase intentions, self-efficacy does not mediate this relationship. The IMB model provides a deep understanding of what motivates Generation Z in Indonesia to choose green cosmetics. These findings have significant implications for marketers in promoting green cosmetics to strengthen the self-efficacy of Generation Z consumers in understanding their products. |
| first_indexed | 2024-04-25T00:08:03Z |
| format | Article |
| id | doaj.art-6aca03d423154cdabe10164866fbd1b2 |
| institution | Directory Open Access Journal |
| issn | 2252-8997 |
| language | English |
| last_indexed | 2024-04-25T00:08:03Z |
| publishDate | 2023-12-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | APMBA (Asia Pacific Management and Business Application) |
| spelling | doaj.art-6aca03d423154cdabe10164866fbd1b22024-03-14T03:03:18ZengUniversity of BrawijayaAPMBA (Asia Pacific Management and Business Application)2252-89972023-12-0112215918610.21776/ub.apmba.2023.012.02.3313Green Cosmetıcs And Generatıon Z In Indonesıa: The Role Of The IMB Model In Predıctıng Purchase IntentıonAndika Andika0Nadia Nadia1Della Nanda Luthfiana2Fikri Budi Aulia3Janabadra UniversityJanabadra UniversityJanabadra UniversityJanabadra UniversityThe development of green cosmetics is considered a transformative step that supports sustainability issues and environmental protection. Furthermore, Generation Z, which is the largest population segment in Indonesia, shows a positive response and concern for sustainability issues. However, a deeper understanding is needed to identify Generation Z's interests in green cosmetics. This is important considering that Generation Z is often seen as a reactionary digital society and is susceptible to being influenced by viral trends in society or on social media, as revealed in several previous studies. This research uses a theoretical framework from the Information-Motivation-Behavioral Skills (IMB) model. Through questionnaires on online survye, data from 264 Generation Z respondents in Indonesia are collected. This data was then analyzed using Descriptive Statistics and Structural Equation Modeling (SEM). The results of the analysis show that product knowledge significantly influences Generation Z's purchase intention. Self-efficacy acts as a mediator between knowledge and purchase intention. In addition, attitudes towards green cosmetics do not directly influence purchase intentions; self-efficacy becomes the bridge connecting attitudes and purchase intentions. The relationship between subjective norms and purchase intention is proven significant, with self-efficacy as the mediator. Meanwhile, although environmental awareness influences purchase intentions, self-efficacy does not mediate this relationship. The IMB model provides a deep understanding of what motivates Generation Z in Indonesia to choose green cosmetics. These findings have significant implications for marketers in promoting green cosmetics to strengthen the self-efficacy of Generation Z consumers in understanding their products.https://apmba.ub.ac.id/index.php/apmba/article/view/709green cosmeticsgeneration zimb modelpurchase intentionself-efficacy |
| spellingShingle | Andika Andika Nadia Nadia Della Nanda Luthfiana Fikri Budi Aulia Green Cosmetıcs And Generatıon Z In Indonesıa: The Role Of The IMB Model In Predıctıng Purchase Intentıon APMBA (Asia Pacific Management and Business Application) green cosmetics generation z imb model purchase intention self-efficacy |
| title | Green Cosmetıcs And Generatıon Z In Indonesıa: The Role Of The IMB Model In Predıctıng Purchase Intentıon |
| title_full | Green Cosmetıcs And Generatıon Z In Indonesıa: The Role Of The IMB Model In Predıctıng Purchase Intentıon |
| title_fullStr | Green Cosmetıcs And Generatıon Z In Indonesıa: The Role Of The IMB Model In Predıctıng Purchase Intentıon |
| title_full_unstemmed | Green Cosmetıcs And Generatıon Z In Indonesıa: The Role Of The IMB Model In Predıctıng Purchase Intentıon |
| title_short | Green Cosmetıcs And Generatıon Z In Indonesıa: The Role Of The IMB Model In Predıctıng Purchase Intentıon |
| title_sort | green cosmetics and generation z in indonesia the role of the imb model in predicting purchase intention |
| topic | green cosmetics generation z imb model purchase intention self-efficacy |
| url | https://apmba.ub.ac.id/index.php/apmba/article/view/709 |
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