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  • Supervisor: Adila Sosianika S.E., MAIMM., Editor: Erlin Arvelina


Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2023

Enhancing Young Generation Intention to Purchase Local Cosmetic Brands Through Green Corporate Social Responsibility

Skripsi, 013 / 2023 / IM
Undergraduate Theses from JBPTPPOLBAN / 2023-11-30 12:24:10
Oleh : 195264022 - Nurul Ainy Kusumawanti (
Dibuat : 2023-11-30, dengan 4 file

Keyword : Extended Value Attitude Behavior Model, Green Corporate Social Responsibility, Altruistic Value, Attitude, Green Trust, Purchase Intention


Deskripsi Alternatif :

The world of beauty has always been and will continue to grow along with the increasing beauty trends from time to time. The existence of this beauty trend will have an impact on people's lives, one example of it is in the field of environment. One of the impacts that need to be considered is the problem of cosmetic waste which needs to be addressed. Environmental problems that occur have become the concern of today's younger generation, namely Generation Y and Generation Z. The existence of the beauty industry sector in Indonesia reaches a large number. Cosmetic companies in Indonesia must also consider the environmental impact of their business. One of the efforts that can be made is to implement the Green CSR. Therefore, this research was carried out to find out the level of Green CSR practices undertaken by local cosmetics companies on consumer Purchase Intention by focusing on Generation Y and Generation Z, so that later if the results are influential, it can be a driver for companies to disclose their sustainability. This research applies the Extended Value Attitude Behavior Framework (VAB). This research adopts a quantitative methodology with 620 respondents. After the data was collected, data is measured using Structural Equation Modeling on the SmartPLS application, then continued with a qualitative approach through in-depth interviews with five informants. The results of this research show that adoption of Green CSR strategies affects consumer Purchase Intention which is reinforced by other supporting factors such as Altruistic Value, Attitude, and Green Trust. Therefore, the implementation of innovative Green CSR strategies can encourage consumers to increase purchase intentions and encourage cosmetics companies to disclose Corporate Social Responsibility.

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