摘要
在印尼蓬勃發展的美容產業中，許多當地美容品牌已經開始採用永續美容的方針，或生產環 保美容產品以減少污染影響，並更留意產品成分。本研究旨在分析影響消費者購買環保美容 產品的因素。基於使用 SMART PLS 進行的量化數據處理，可發現有兩個主要因素影響消費 者考量是否購買環保美容產品，即綠色產品知識和綠色知覺價值。此外，在綠色產品知識和 綠色知覺價值對環保美容產品購買意願的關係中，社群媒體感知也產生了中介效果。因此，環保美容公司可以有效地傳達其環保特性和產品價值主張，從而引導消費者做出更具永續性的選擇。

Abstract
Amidst the growing beauty industry in Indonesia, several local beauty brands have embraced the theme of sustainable beauty or produced environmentally friendly beauty products to reduce pollution impact and pay closer attention to the ingredients used. This research aims to analyze the factors influencing consumers to purchase environmentally friendly beauty products. Based on quantitative
data processing using SMART PLS, it was found that there are two main factors that influence consumers' considerations to purchase environmentally friendly beauty products, namely green product knowledge and green perceived value. Furthermore, the perception of social media also mediates the relationship between green product knowledge and green perceived quality towards green beauty products purchase intention. Thus, eco-friendly beauty companies can effectively communicate their environmentally friendly attributes and product value propositions, thereby shaping consumer behavior towards more sustainable choices.

CHAPTER I INTRODUCTION...6
1.1 Research Background..6
1.2 Research Questions...8
1.3 Research Objectives..8
1.4 Research Contribution...8
CHAPTER 2 LITERATURE REVIEW...10
2.1 Theoretical Basis.....10
2.1.1 Green Beauty Products...10
2.1.2 Green Perceived Value...11
2.1.3 Green Product Knowledge.11
2.1.4 Perception of Social Media Green Advertising...12
2.1.5 Green Beauty Products Purchased Intention....13
2.2 Relationships Between Variables and Formulation of Hypotheses...13
2.2.1 The Effect of Green Perceived Value to Green Beauty Products Purchase Intention...13
2.2.2 The Effect of Green Product Knowledge to Green Beauty Products Purchase Intention...14
2.2.3 The Effect of Green Perceived Value on Green Beauty Products Purchase Intention with
Perception of Social Media Green Advertising as Mediating Variable...14
2.2.4 The Effect of Green Product Knowledge on Green Beauty Products Purchase Intention with Perception of Social Media Green Advertising as Mediating Variable...15
2.3 Research Framework...16
CHAPTER 3 RESEARCH METHODOLOGY...17
3.1 Scope of Research...17
3.2 Sample and Research Data...17
3.3 Types and Operational Definitions of Variables...17
3.3.1 Dependent Variable...17
3.3.2 Independent Variable...18
3.3.3 Mediating Variable...19
3.4 Variable Measurement...20
CHAPTER 4 RESULTS AND DISCUSSIONS...21
4.1 Demography Results...21
4.2 Data Analysis Results...22
4.2.1 Validity Test...22
4.2.2 Reliability Test...23
4.2.3 Multicollinearity Test...24
4.3 Hypothesis Testing...24
4.3.1 R Square...24
4.3.2 Path Coefficients...25
4.3.3 Mediating Effect...25
4.3.4 Control Variable...26
4.4 Discussion...27
4.4.1 The Effect of Green Perceived Value and Green Product Knowledge to Green Beauty Products Purchase Intention...27
4.4.2 The Effect of Green Perceived Value and Green Product Knowledge to Green Beauty Products Purchase Intention with the Perception of Social Media Green Advertising as Mediator...28
CHAPTER 5 CONCLUSION...30
5.1 Conclusion...30
5.2 Managerial Implications...31
5.3 Research Limitation and Suggestions...32
References...33
Appendix...38

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6. Masuda H, Han SH, Lee J. Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technol Forecast Soc Change. 2022;174. doi:10.1016/j.techfore.2021.121246
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9. Ellen PS, Webb DJ, Mohr LA. Building corporate associations: Consumer attributions for corporate socially responsible programs. J Acad Mark Sci. 2006;34(2). doi:10.1177/0092070305284976
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17. Leisen Pollack B. Green service attributes and amplifiers of the warm emotions evoked by them. J Serv Theory Pract. 2021;31(4). doi:10.1108/JSTP-07-2020-0163
18. Bettman JR, Park CW. Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis. J Consum Res. 1980;7(3). doi:10.1086/208812
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2. Statista. Beauty & Personal Care - Indonesia.; 2023. https://www.statista.com/outlook/cmo/beauty-personal-care/indonesia#revenue
3. Oetomo HR. Indonesia Memiliki Potensi Industri Kosmetik Dan Kesehatan Yang Besar.; 2023. https://rri.co.id/bisnis/363812/indonesia-memiliki-potensi-industri-kosmetik-dan-kesehatan-yang-besar
4. Statista Market Insights. Natural Cosmetics - Indonesia.; 2024. https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/natural-cosmetics/indonesia
5. Sun Y, Wang S. Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific J Mark Logist. 2020;32(4). doi:10.1108/APJML-03-2019-0178
6. Masuda H, Han SH, Lee J. Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technol Forecast Soc Change. 2022;174. doi:10.1016/j.techfore.2021.121246
7. Huang H. Media use, environmental beliefs, self-efficacy, and pro-environmental behavior. J Bus Res. 2016;69(6). doi:10.1016/j.jbusres.2015.12.031
8. GfK Roper Consulting. American Consumers Lead the World in Environmental Skepticism.; 2010. https://www.prnewswire.com/news-releases/new-report-american-consumers-lead-the-world-in-environmental-skepticism-103520764.html
9. Ellen PS, Webb DJ, Mohr LA. Building corporate associations: Consumer attributions for corporate socially responsible programs. J Acad Mark Sci. 2006;34(2). doi:10.1177/0092070305284976
10. Smithers R. Consumers Being Misled by Labelling on “Organic” Beauty Products, Report Shows. Guardian.com. Published 2017. https://www.theguardian.com/environment/2017/apr/24/consumers-being-misled-by-labelling-on-organic-beauty-products-report-shows
11. Watsons Indonesia. Green & Blue Beauty, Teknologi Kecantikan Ramah Lingkungan. Published 2023. https://www.watsons.co.id/id/blog/latest-trend-id/green-blue-beauty-teknologi-kecantikan-ramah-lingkungan
12. Sadiq M, Adil M, Paul J. An innovation resistance theory perspective on purchase of eco-friendly cosmetics. J Retail Consum Serv. 2021;59. doi:10.1016/j.jretconser.2020.102369
13. Khan S, Salim A. Saudi females’ buying behavior of green cosmetics: A pertinent motivational aspect. J Mark Commun. 2021;27(6). doi:10.1080/13527266.2020.1720268
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15. Koller M, Floh A, Zauner A. Further insights into perceived value and consumer loyalty: A “Green” perspective. Psychol Mark. 2011;28(12). doi:10.1002/mar.20432
16. Chang HH, Wang YH, Yang WY. The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Qual Manag Bus Excell. 2009;20(4). doi:10.1080/14783360902781923
17. Leisen Pollack B. Green service attributes and amplifiers of the warm emotions evoked by them. J Serv Theory Pract. 2021;31(4). doi:10.1108/JSTP-07-2020-0163
18. Bettman JR, Park CW. Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis. J Consum Res. 1980;7(3). doi:10.1086/208812
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