Analyzing Green Marketing in the Indonesian Cosmetics Industry

Authors

  • Milchazena Veda Dowandrisa , Ngatindriatun

Abstract

This research aims to investigate the influence of green marketing on purchasing behavior with
the setting of the Indonesian cosmetics industry. It also aims to investigate whether there are differences in
green marketing, as perceived by general consumers vis-à-vis pro-environmental consumers. Green
marketing is explained by seven predictors: social influence, environmental attitude, environmental concern,
perceived seriousness of environmental problems, perceived environmental responsibility, perceived
effectiveness of environmental behavior, and concern for self-image in environmental protection. The
research method used was a multiple linear regression and independent sample t-test. The multiple linear
regression was conducted three times using the data of all respondents, general respondent, and proenvironmental consumer respondents. The results show that social influence is the only predictor that
positively influences purchasing behavior in the three multiple linear regressions. The independent sample ttest shows no differences in green marketing, as perceived by general consumers vis-à-vis proenvironmental consumers, except for the environmental concern and perceived effectiveness of
environmental behavior.

Published

2020-04-30

Issue

Section

Articles