Green marketing & environmental concern: Minat beli generasi z terhadap personal care products
DOI:
https://doi.org/10.14414/jbb.v13i1.3976Keywords:
Green Marketing, Environmental Concern, Purchase Intention, Gen Z, Green Personal Care ProductAbstract
Beauty and Personal Care Industry merupakan salah satu sektor industri yang ber-kembang pesat dan memberikan kontribusi signifikan terhadap pertumbuhan ekonomi Indonesia. Namun, pertumbuhan sektor ini juga membawa tantangan baru, khususnya terkait timbunan sampah plastik dan dampaknya terhadap lingkungan. Penelitian ini bertujuan untuk menguji pengaruh green marketing dan environmental concern terhadap purchase intention generasi Z terhadap green personal care product. Peneliti menggunakan partial least squares (PLS) untuk menganalisis data yang berasal dari kuesioner didistribusikan secara purposive sampling kepada generasi Z di Indonesia yang berusia 17-26 tahun dan berwawasan green personal care product. Diperoleh 408 data, kemudian Model penelitian dikembangkan melalui ABC Theory. Temuan penelitian menunjukkan bahwa green marketing dan environmental concern memiliki pengaruh positif dan signifikan terhadap minat beli generasi z pada green personal care product. Namun, penelitian ini tidak menemukan pengaruh positif antara green product dan purchase intention yang dimediasi oleh environmental attitude. Penelitian ini diharapkan dapat membantu pembaca untuk meningkatkan pemahaman dalam bidang manajemen pemasaran, terutama dalam konteks green marketing. Selain itu, diharapkan pula dapat memberikan panduan praktis bagi perusahaan dalam mengembangkan strategi dan menciptakan keunggulan kompetitif dalam pasar yang semakin peduli terhadap isu lingkungan.References
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