Indonesia is a developing country that has various environmental problems. Environmental problems in Indonesia include solid waste and pollution of water sources from consumption activities. In addition, in 2020, the Food and Drug Supervisory Agency (BPOM) reported that it had uncovered the circulation of illegal cosmetics of more than Rp. 10 billion in Indonesia. Environmental and illegal cosmetic problems can change the consumption pattern of green cosmetics. In addition, values in consumers can affect consumption patterns, such as attitudes and intentions to buy green cosmetics. Two values that have a very high impact on consumer behavior toward green products and are negatively correlated are altruistic and egoistic values. Therefore, the main objective of this study is to analyze the effect of altruistic and egoistic values on attitudes and purchase intentions of green cosmetics. Sampling was done by purposive sampling with 400 data that can be used. Data analysis was performed using structural equation model analysis (SEM). The results showed that altruistic and egoistic values positively affected attitudes and purchase intentions of green cosmetics. Selfish values have a more significant influence on attitudes and purchase intentions of green cosmetics than altruistic values. However, egoistic values were found to have more impact on attitudes and purchase intentions of green cosmetics. This research is one of the initial attempts to understand the importance of altruistic and egoistic values related to green cosmetic products in the Indonesian context.

IntroductionEnvironmental pollution is a problem that has not been resolved. Hazardous environmental pollution arises from worldwide manufacturing activities (Chen, 2011). Therefore, besides focusing on profit, companies are rapidly exploring and researching new methods, developing new ideas, and planning new strategies to position their green brands as corporate social responsibility in environmental protection, which can be remembered by consumers and stay competitive in the market. Nowadays, more companies are easy to accept environmental protection as their social responsibility. The company's concern for environmental protection is carried out by implementing an environmentally friendly lifestyle system by showing that the entire life cycle of a product, from obtaining materials, production, sales, and consumption, to waste disposal, has minimal impact on the environment (Charter, 1991 in Wu and Chen, 2014).Green brand is defined as a specific set of brand attributes that have benefits related to reducing the brand's influence on the environment by offering environmental benefits and being able to attract consumers to make green purchases (Lidia and Lisboa, 2017). As explained by Chen and Chang (2012), companies need to focus on reducing the risk that consumers will feel about green brands by providing reliable information to help build consumer trust and also increase the perceived benefits of consumers towards green brands, so that it will increase consumer purchase intentions to buy green brands offered by companies.Companies that want to implement environmentally friendly or 'going green' practices can take advantage of ideas related to green marketing to generate and facilitate any exchange that is intended to meet consumer needs or wants (Marcus and Frenneth, 2009;Thogersen et al. 2015). Consumer awareness about the importance of preserving the environment has made many producers of various products begin to switch to using safe and environmentally friendly materials. Chen and Chang (2012) also suggest that green marketing efforts implemented by a company will lead to green purchase intention in consumers who are aware of the importance of environmentally friendly products. In this case, companies need to focus on reducing the risk that consumers will feel about green products by providing reliable information to help build consumer confidence and also increase the perceived benefits consumers feel about green products.