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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) · pp. 301–314

DOI
10.15294/jdm.v16i2.28986
ISSN
2337-5434
Published
2025-09-01
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 76 co-authorship links · showing the 40 most connected

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Co-authorOrganisationJoint articles
Rusdarti RusdartiAffiliation unknown3
Heri YantoAffiliation unknown3
Amin YusufAffiliation unknown1
Ardea Yoga Oktarya GammaAffiliation unknown1
Vini Wiratno PutriAffiliation unknown1
Angga Pandu WijayaAffiliation unknown1
Irnin Miladdyan AiryqAffiliation unknown1
Rini Setyo WitiastutiAffiliation unknown1
kris Brantas AbiprayuAffiliation unknown1
Muhammad Ihlashul’ AmalAffiliation unknown1
Candra Kusuma NurrahmanAffiliation unknown1
RusdartiAffiliation unknown1
Hafizhah Zahra FarhaniAffiliation unknown1
Elsa PuspasariAffiliation unknown1
Bayu SetyajiAffiliation unknown1
Umam Aries SetiawanAffiliation unknown1
Roudhotul JannahAffiliation unknown1
Reda PrasetyaAffiliation unknown1
Sri WartiniAffiliation unknown1
S MartonoAffiliation unknown1
Abdul Fattah AnnurAffiliation unknown1
Widya PranantaAffiliation unknown1
Bogy FebriatmokoAffiliation unknown1
Bayu WiratamaAffiliation unknown1
Nanang Dwi PraatmanaAffiliation unknown1
Novi ErnawatiAffiliation unknown1
Wahyu Eka WingsatiAffiliation unknown1
Kuswanti KuswantiAffiliation unknown1
Nur KhikmahAffiliation unknown1
David FirmansyahAffiliation unknown1
Yogi SaputroAffiliation unknown1
Feni ErmawatiAffiliation unknown1
Muhammad Zaenal AryiantoAffiliation unknown1
Sirly AmriAffiliation unknown1
Lailatul MaqhfirohAffiliation unknown1
Helmi SofianaAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/jdm/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>