Responsible Beauty Consumption: Role of Environmental Concern, Green Packaging, and Social Media Exposure on Green Purchase Intention
Fania Trishafa Kamila

Universitas Mercu Buana

Abstract

The growing emphasis on sustainability in both business and societal frameworks underscores the imperative for environmentally responsible practices. The exponential growth and resilience of the beauty industry has raised concerns regarding its environmental footprint. As consumers increasingly prioritize sustainability, green consumption has become a significant driver of market trends. This study explores the influence of environmental concern, green packaging, and social media exposure on green purchase intention, while also investigating the mediating role of green trust. Drawing on theoretical frameworks such as the Theory of Planned Behavior and empirical studies, this research aims to shed light on the factors shaping responsible beauty consumption. Quantitative method is used to conduct this research, collecting data from at least 115 respondents. The findings contribute to a deeper understanding of consumer behavior in the context of sustainability, informing strategies for businesses to align their practices with evolving consumer preferences.

Keywords: Responsible Cosnumption, Green Cosmetics, Environmental Concern, Green Packaging, Social Media Exposure, Green Purchase Intention

Topic: Youth Engagement in Sustainable Energy