Factors influencing Muslim Generation Z consumers’ purchase intention of environmentally friendly halal cosmetic products

Abstract

Purpose This study aims to identify the characteristics of Muslim Generation Z and analyze the factors that influence its purchase intention of environmentally friendly halal cosmetic products. Design/methodology/approach This research adopts the quantitative methods of a questionnaire and sampling technique using purposive sampling. The respondents in this study were 300 Indonesian Muslims from Generation Z. Descriptive analysis and structural equation modeling–partial least structural with SmartPLS 3.3.7 software were used to analyze the research data. Findings This study found that of the nine hypotheses tested, seven are confirmed, including the effect of halal labels on halal-green awareness, environmentally friendly labels on halal-green awareness, environmental knowledge on halal-green awareness and knowledge on attitudes. Meanwhile, religiosity and halal-green awareness influence attitudes and attitudes that affect the purchase intention of environmentally friendly halal cosmetics. Two hypotheses that are not accepted are the influence of religiosity on halal-green awareness and halal-green awareness on attitudes. The findings are expected to increase interest in buying environmentally friendly halal cosmetics by better understanding consumer behavior, especially Generation Z. Practical implications Cosmetics manufacturers benefit from halal-green branding on their products to enter new halal markets and increase market share. Originality/value This study is more comprehensive than previous studies, combining halal and environmentally friendly elements with a focus on Generation Z.

Drivers and Barriers Influencing Consumers' Intention to Purchase Cosmetics With Refillable Packaging

“…In the cosmetics industry, some previous studies have determined that environmental concerns or sensitivities are not a priority on Generation Z when purchasing sustainable cosmetics; the main purchasing factor is the 'desire to have status' [36] and 'price' [53]. However, other studies show that Generation Z's environmental awareness, environmental knowledge [54], environmental concerns [55] and eco-label or packaging [52] are effective in purchasing sustainable cosmetic products.…”

What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda

“…Attitude Among the TPB variables, attitude was the most frequently demonstrated predictor of GCPI and GCPB (27 times). A variety of attitudes were assessed in the surveyed literature, which ranged from the general attitude to green cosmetics consumption [2,3,9,[13][14][15][16][17]32,35,36,41,42,46,48,52,53,57] to other minor attitudes such as hedonic and utilitarian attitudes [58], the attitude toward cannabis-based skincare cosmetics [22], and the attitude toward cruelty-free cosmetics [20,40].…”

“…Consumers' consciousness concerns were the fourth most significant predictor of GCPI and GCPB after TPB constructs and marketing mix-related variables; consciousness was mentioned in the surveyed literature eleven times. This included concern for consequences [59], environmentally conscious awareness/concern/value/pro-environmental belief [22,24,52]; health consciousness [19]; awareness of consequences [51], halal green awareness [42], awareness of green cosmetics [56], ethical concern/ethical consumerism [21], animal welfare/well-being concern [40], and self-image/self-appearance/personal appearance concern/consciousness [20,21].…”

“…An avenue for future research could be related to sample diversity. Scholars indicate that future studies should examine the determinants of GCPI and GCPB in different age groups [32], generations [42,45], genders [9,21], and ethnic groups [52]. Furthermore, it is imperative to consider various sociodemographic conditions, including income, education, religion, and life stages [2,9,15,22,25,32,54,57].…”

Exploring the perception, knowledge, and behavioral tendency to use eco-friendly products of Generation Z in Tangerang Selatan

“…IOP Publishing doi:10.1088/1755-1315/1324/1/012087 2 Much research has been conducted to understand the nature of green consumers in different contexts [10], [11], [12], [13]. The study aims to fill the gap in understanding Generation Z's point of view on eco-friendly products.…”