Analysis of Factors Influencing Purchase Intention Toward Green Cosmetic Products Among Generation Z in Indonesia

Abstract

This study aims to analyze the factors influencing green purchase intention toward green cosmetic products among Generation Z in Indonesia. The variables examined in this study include environmental knowledge, attitude, subjective norm, and perceived behavioral control. This research employed a quantitative approach by collecting data through questionnaires distributed to Generation Z respondents in Indonesia who had purchased and used green cosmetic products. The data were analyzed using the Structural Equation Modeling (SEM) method using AMOS Graphic 23 and SPSS 27 software. The results indicate that environmental knowledge, attitude, subjective norm, and perceived behavioral control positively influence green purchase intention. These findings highlight the importance of environmental awareness, positive attitudes toward environmentally friendly products, and social influence in increasing Generation Z’s intention to purchase green cosmetic products in Indonesia.