International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

line decor
  
line decor

 Volume 12, Issue 9 (September 2025), Pages: 129-139

----------------------------------------------

 Original Research Paper

Green beauty: An approach to understanding purchase intentions

 Author(s): 

 Yuli Harwani 1, Daru Asih 1, Yanto Ramli 1, Agus Arijanto 1, Mochamad Soelton 1, *, Anees Janee Ali 2

 Affiliation(s):

  1Management Department, Faculty of Economics and Business, Universitas Mercu Buana, Jakarta, Indonesia
  2School of Business, Universiti Sains Malaysia, Penang, Malaysia

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0003-1055-4085

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.09.012

 Abstract

This study investigates the factors influencing the intention to purchase environmentally friendly products, focusing on eco-friendly body lotions and similar plant-based personal care products in Jakarta. As consumer awareness of sustainability grows, companies are innovating in green marketing, emphasizing responsibly sourced natural ingredients, recycled packaging, and ethical practices. Using a quantitative approach, data were collected through questionnaires from 124 loyal customers in Jakarta, and analyzed with SEM-PLS. The study examines the effects of environmental concern, green trust, and green pricing on purchase intentions, moderated by social influence and green positioning. Results reveal that environmental concern does not significantly influence purchase intentions, while green trust and green pricing have a positive and significant impact. Green positioning moderates the relationships between environmental concern, green trust, and green pricing on purchase intentions. Conducted in collaboration with Universiti Sains Malaysia, this research contributes to strategic marketing literature by highlighting the role of green positioning in promoting environmentally friendly products.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Green marketing, Purchase intention, Environmental concern, Green trust, Sustainable products

 Article history

 Received 1 August 2024, Received in revised form 18 January 2025, Accepted 14 August 2025

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Ethical considerations

Participation was voluntary, and informed consent was obtained from all respondents prior to data collection. The research involved no sensitive personal information, and anonymity and confidentiality were maintained.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Harwani Y, Asih D, Ramli Y, Arijanto A, Soelton M, and Ali AJ (2025). Green beauty: An approach to understanding purchase intentions. International Journal of Advanced and Applied Sciences, 12(9): 129-139

  Permanent Link to this page

 Figures

  Fig. 1  Fig. 2

 Tables

  Table 1  Table 2  Table 3  Table 4  Table 5  Table 6  Table 7

----------------------------------------------   

 References (33)

  1. Alhally A (2020). Pengaruh kepedulian, pengetahuan, sikap, inisiatif pemerintah, tekanan teman sebaya dan spiritualitas terhadap niat beli produk ramah lingkungan di banjarmasin. At-Tadbir: Jurnal Ilmiah Manajemen, 4(2): 130-142.  https://doi.org/10.31602/atd.v4i2.3032    [Google Scholar]
  2. Al-Kumaim NH, Shabbir MS, Alfarisi S, Hassan SH, Alhazmi AK, Hishan SS, Al-Shami S, Gazem NA, Mohammed F, and Abu Al-Rejal HM (2021). Fostering a clean and sustainable environment through green product purchasing behavior: Insights from Malaysian consumers' perspective. Sustainability, 13(22): 12585.  https://doi.org/10.3390/su132212585    [Google Scholar]
  3. Amin S and Tarun MT (2021). Effect of consumption values on customers' green purchase intention: A mediating role of green trust. Social Responsibility Journal, 17(8): 1320-1336.  https://doi.org/10.1108/SRJ-05-2020-0191    [Google Scholar]
  4. Ansu-Mensah P (2021). Green product awareness effect on green purchase intentions of university students: An emerging market's perspective. Future Business Journal, 7: 48.  https://doi.org/10.1186/s43093-021-00094-5    [Google Scholar] PMCid:PMC8627383
  5. Antonius F (2018). Pengaruh green perceived value, green perceived risk, green consumer confusion, green trust, consumer guilt, self-monitoring, pride dan perceived consumer effectiveness terhadap green purchase intention (Kasus Starbucks Jakarta). Jurnal Manajemen Bisnis Dan Kewirausahaan, 2(4): 106-111.  https://doi.org/10.24912/jmbk.v2i4.4870    [Google Scholar]
  6. Ardiatma D, Lestari P, and Chaerul M (2024). Real data mapping of DKI Jakarta waste generation using the K-mean clustering method at final disposal Bantargebang. E3S Web of Conferences 485: 02015.  https://doi.org/10.1051/e3sconf/202448502015    [Google Scholar]
  7. Chairy C and Alam MEN (2019). The influence of environmental concern, green perceived knowledge, and green trust on green purchase intention. Jurnal Manajemen (Edisi Elektronik), 10(2): 131-145.  https://doi.org/10.32832/jm-uika.v10i2.2431    [Google Scholar]
  8. Febriani S (2019). Pengaruh green marketing mix terhadap green product purchase intention pada produk Innisfree di Jakarta dengan consumer's attitude sebagai variabel mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 3(1): 49-60.  https://doi.org/10.24912/jmbk.v3i1.4925    [Google Scholar]
  9. Guerreiro J and Pacheco M (2021). How green trust, consumer brand engagement and green word-of-mouth mediate purchasing intentions. Sustainability, 13(14): 7877.  https://doi.org/10.3390/su13147877    [Google Scholar]
  10. Haenlein M and Kaplan AM (2004). A beginner's guide to partial least squares analysis. Understanding Statistics, 3(4): 283-297. https://doi.org/10.1207/s15328031us0304_4    [Google Scholar]
  11. Hair JF Jr, Hult GTM, Ringle CM, and Sarstedt M (2014). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications, Los Angeles, USA.    [Google Scholar]
  12. Imaningsih ES (2019). The effect of green perceived quality, green perceived risk on green satisfaction and green trust on the body shop product. Journal of Marketing and Consumer Research, 55: 71-78.    [Google Scholar]
  13. Kamalanon P, Chen JS, and Le TTY (2022). "Why do we buy green products?" An extended theory of the planned behavior model for green product purchase behavior. Sustainability, 14(2): 689. https://doi.org/10.3390/su14020689    [Google Scholar]
  14. Karatu VMH and Mat NKN (2015). The mediating effects of green trust and perceived behavioral control on the direct determinants of intention to purchase green products in Nigeria. Mediterranean Journal of Social Sciences, 6(4): 256-265.  https://doi.org/10.5901/mjss.2015.v6n4p256    [Google Scholar]
  15. Khoaele KK, Gbadeyan OJ, Chunilall V, and Sithole B (2023). The devastation of waste plastic on the environment and remediation processes: A critical review. Sustainability, 15(6): 5233.  https://doi.org/10.3390/su15065233    [Google Scholar]
  16. Kubrowati I, DH AF, and Yulianto E (2017). Pengaruh green perceived value, green perceived risk dan green trust terhadap green purchase intentions (survei pada pengunjung.the.body.shop di mall olympic garden malang). Ph.D. Dissertation, Brawijaya University, Malang, Indonesia.    [Google Scholar]
  17. Lestari PW, Septaria BC, and Putri CE (2020). Edukasi "minim plastik" sebagai wujud cinta lingkungan di SDN Pejaten Timur 20 Pagi. Transformasi: Jurnal Pengabdian Masyarakat, 16(1): 43-52.  https://doi.org/10.20414/transformasi.v16i1.2034    [Google Scholar]
  18. Mahmoud TO (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, 5(2): 127-135.  https://doi.org/10.21833/ijaas.2018.02.020    [Google Scholar]
  19. Malik MI, Nawaz Mir F, Hussain S, Hyder S, Anwar A, Khan ZU, Nawab N, Shah SFA, and Waseem M (2019). Contradictory results on environmental concern while re-visiting green purchase awareness and behavior. Asia Pacific Journal of Innovation and Entrepreneurship, 13(1): 17-28. https://doi.org/10.1108/APJIE-11-2018-0061    [Google Scholar]
  20. Munamba R and Nuangjamnong C (2021). The impact of green marketing mix and attitude towards the green purchase intention among Generation Y consumers in Bangkok.  https://doi.org/10.2139/ssrn.3968444    [Google Scholar]
  21. Naalchi Kashi A (2020). Green purchase intention: A conceptual model of factors influencing green purchase of Iranian consumers. Journal of Islamic Marketing, 11(6): 1389-1403.  https://doi.org/10.1108/JIMA-06-2019-0120    [Google Scholar]
  22. Qomariah A and Prabawani B (2020). The effects of environmental knowledge, environmental concern, and green brand image on green purchase intention with perceived product price and quality as the moderating variable. IOP Conference Series: Earth and Environmental Science, 448: 012115.  https://doi.org/10.1088/1755-1315/448/1/012115    [Google Scholar]
  23. Riptiono S and Yuntafi'ah L (2021). Attitude toward green product sebagai pemediasi antara environmental concern, green brand knowledge dan green purchase intention. Jurnal Ekonomi dan Teknik Informatika, 9(2): 51-61.    [Google Scholar]
  24. Sandi A, Sylviyanti HS, Aulia NT, Amareta N, and Munawar F (2021). Toward green purchase intention in ecofriendly product: The role of green advertising effectiveness, green perceived value and green trust. Review of International Geographical Education Online, 11(8): 2464–2479.    [Google Scholar]
  25. Sarstedt M and Hwang H (2020). Advances in composite-based structural equation modeling. Behaviormetrika, 47: 213-217.  https://doi.org/10.1007/s41237-020-00105-9    [Google Scholar]
  26. Sinambela EA, Azizah EI, and Putra AR (2022). The effect of green product, green price, and distribution channel on the intention to repurchasing simple face wash. Journal of Business and Economics Research, 3(2): 156-162.  https://doi.org/10.47065/jbe.v3i2.1766    [Google Scholar]
  27. Skackauskiene I and Vilkaite-Vaitone N (2022). Green marketing and customers’ purchasing behavior: A systematic literature review for future research agenda. Energies, 16(1): 456.  https://doi.org/10.3390/en16010456    [Google Scholar]
  28. Tarabieh SMZA (2021). The impact of greenwash practices over green purchase intention: The mediating effects of green confusion, green perceived risk, and green trust. Management Science Letters, 11(2): 451-464.  https://doi.org/10.5267/j.msl.2020.9.022    [Google Scholar]
  29. Trong Nguyen L, Nguyen TH, Ngoc Nguyen H, Dai Nguyen L, Thi Thu Nguyen D, and Duy LE L (2023). Determinants of green consumer behavior: A case study from Vietnam. Cogent Business & Management, 10(1): 2197673.  https://doi.org/10.1080/23311975.2023.2197673    [Google Scholar]
  30. Veidis EM, LaBeaud AD, Phillips AA, and Barry M (2021). Tackling the ubiquity of plastic waste for human and planetary health. The American Journal of Tropical Medicine and Hygiene, 106(1): 12-14.  https://doi.org/10.4269/ajtmh.21-0968    [Google Scholar] PMid:34749307 PMCid:PMC8733533
  31. Vilkaite-Vaitone N, Skackauskiene I, and Díaz-Meneses G (2022). Measuring green marketing: Scale development and validation. Energies, 15(3): 718.  https://doi.org/10.3390/en15030718    [Google Scholar]
  32. Wong JY, Wong HS, and Wong WP (2020). Green products purchase intention: A study of Sibu Sarawak. e-BANGI, 17(1): 62-79.    [Google Scholar]
  33. Yang T, Wang L, Wang Z, and Kutel ZS (2020). Chinese residents' environmental concern and expectation of sending children to study abroad. PLOS ONE, 15(9): e0238180.  https://doi.org/10.1371/journal.pone.0238180    [Google Scholar] PMid:32960893 PMCid:PMC7508386