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Implications of the Theory of Planned Behavior for Green Purchase Intention in Cosmetic Products

Jurnal Dinamika Manajemen · Vol. 16 No. 2 (2025) · hlm. 301–314

DOI
10.15294/jdm.v16i2.28986
ISSN
2337-5434
Terbit
2025-09-01
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

The rising demand for eco-friendly cosmetics in Indonesia reflects a shift in consumer awareness toward sustainability. This study examines the influence of social media marketing, green attitude, and green product knowledge on green purchase intention, with green trust as a moderating variable. Using a quantitative approach, data were collected from 150 consumers of sustainable cosmetic products in Central Java and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that social media marketing, green attitude, and green trust have a significant positive impact on green purchase intention; however, green product knowledge does not have a significant effect. Furthermore, green trust strengthens the relationship between the three independent variables and purchase intention, indicating its moderating role. This research contributes to the development of sustainable marketing strategies, particularly in the cosmetics industry. The findings provide a strategic implication for companies: building authentic consumer trust is paramount and acts as a catalyst to convert positive attitudes and marketing exposure into tangible purchase intentions, thereby supporting the sustainable consumption goals of SDG 12.

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/jdm/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 6 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Implications of the Theory of Planned Behavior for Green Purchase Intention in Cosmetic Products</dc:title>
	<dc:creator xml:lang="en">Zahro, Fathimatuz</dc:creator>
	<dc:creator xml:lang="en">Prihandono, Dorojatun </dc:creator>
	<dc:creator xml:lang="en">Yaacob, Zulnaidi</dc:creator>
	<dc:creator xml:lang="en">Soliha, Euis</dc:creator>
	<dc:subject xml:lang="en"> Green Attitude</dc:subject>
	<dc:subject xml:lang="en"> Green  Product Knowledge</dc:subject>
	<dc:subject xml:lang="en">Green  Purchase Intention</dc:subject>
	<dc:subject xml:lang="en">Green  Trust</dc:subject>
	<dc:subject xml:lang="en">Social Media Marketing</dc:subject>
	<dc:subject xml:lang="en">Sustainable Cosmetics</dc:subject>
	<dc:description xml:lang="en">The rising demand for eco-friendly cosmetics in Indonesia reflects a shift in consumer awareness toward sustainability. This study examines the influence of social media marketing, green attitude, and green product knowledge on green purchase intention, with green trust as a moderating variable. Using a quantitative approach, data were collected from 150 consumers of sustainable cosmetic products in Central Java and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that social media marketing, green attitude, and green trust have a significant positive impact on green purchase intention; however, green product knowledge does not have a significant effect. Furthermore, green trust strengthens the relationship between the three independent variables and purchase intention, indicating its moderating role. This research contributes to the development of sustainable marketing strategies, particularly in the cosmetics industry. The findings provide a strategic implication for companies: building authentic consumer trust is paramount and acts as a catalyst to convert positive attitudes and marketing exposure into tangible purchase intentions, thereby supporting the sustainable consumption goals of SDG 12.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2025-09-01</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/jdm/article/view/28986</dc:identifier>
	<dc:identifier>10.15294/jdm.v16i2.28986</dc:identifier>
	<dc:source xml:lang="en">Jurnal Dinamika Manajemen; Vol. 16 No. 2 (2025): September; 301-314</dc:source>
	<dc:source>2337-5434</dc:source>
	<dc:source>10.15294/jdm.v16i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/jdm/article/view/28986/6444</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Jurnal Dinamika Manajemen</dc:rights>
</oai_dc:dc>