Understanding Factors Shaping Green Cosmetic Purchase Intentions: Insights from Attitudes, Norms, and Perceived Behavioral Control

Abstract

This study investigates the evolving consumer behaviour towards eco-friendly cosmetic products, particularly among Indonesian millennials. The heightened awareness of environmental conservation has driven green consumerism and marketing strategies, yet barriers to adopting green cosmetics remain. The study employs the Theory of Planned Behavior (TPB) framework to explore the influences of attitudes, subjective norms, and perceived behavioural control on purchase intentions for green cosmetics. A conclusive research design and descriptive approach are employed, using online surveys for data collection. Statistical analyses, including correlation and multiple regression, will reveal the relationships between the independent and dependent variables of purchase intention. The study's results aim to enhance the understanding of green consumer behaviour within the cosmetics industry and inform marketing strategies for environmentally friendly products.