Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2019

The Role Of Environmental Concern And Environmental Knowledge In Indonesian Generation Y And Z Purchase Intention: The Study Case Of Green Cosmetics Product

Skripsi, 009 / 2019 / IM
Undergraduate Theses from JBPTPPOLBAN / 2019-11-29 13:33:55
Oleh : Hasna Soraya Firdaus - 155264010 (hsfirdaus@gmail.com)
Dibuat : 2019-11-29, dengan 4 file

Keyword : Environmental Concern; Environmental Knowledge; Green Cosmetics Product; Theory of Planned Behavior; Generation Y and Z

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Deskripsi Alternatif :

As the environmental issues arise, it becomes a critical concern and awareness among academicians, managers, pro-environmental organizations like the United Nations, and consumer itself. Following the demand, companies create a greener version of their product, including companies in the cosmetics industry in Indonesia. Therefore, it is necessary to understand the Indonesian Generation Y and Z purchase intention towards green cosmetics product because both generations become the most prospective market in the future. The TPB model used to measures the purchase intention with the additional construct of environmental concern as well as ecological knowledge to enhance the predictability model in a term of green cosmetics product. Further, this study uses a self-administered online survey with a sample of 438 respondents who are the generation Y and Z consumer in Indonesia. After the data collected, it is measured with the structural equation model in SMARTPLS application. Finally, the findings reveal the applicability of the Theory of Planned Behavior (TPB) to predict the Indonesian Generation Y and Z purchase intention in green cosmetics product. Moreover, the additional construct of environmental concern has a significant result to purchase intention. It shows Indonesian Generation Y and Z consumers are conscious of the environmental issue and consider it when purchasing the green cosmetics product. In the end, a marketing strategy to create advertising with environmental value is suggested as the implication of this study. Keywords: Environmental Concern; Environmental Knowledge; Green Cosmetics Product; Theory of Planned Behavior; Generation Y and Z.

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PropertiNilai Properti
ID PublisherJBPTPPOLBAN
Organisasi
Nama KontakHelmi Purwanti
AlamatJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
KotaBandung
DaerahJawa Barat
NegaraIndonesia
Telepon022 201 3789 ext. 168, 169, 239
Fax022 201 3889
E-mail Administratorhelmi.purwanti@polban.ac.id
E-mail CKOhelmi.purwanti@polban.ac.id

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  • Supervisor: Dr. Lusianus Kusdibyo, MBA., Editor: Erlin Arvelina

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