Sustainable Beauty: Understanding the Drivers of Green Cosmetics Purchasing Among Teenagers
DOI:
https://doi.org/10.1229/tecempresarialjournal.v19i1.433Keywords:
Altruistic Value, Hedonic Value, Pro-Environmental Beliefe, Personal Norm, Green Purchase Behavior.Abstract
The use of cosmetics is basically aimed at personal interests such as increasing attractiveness, cleanliness, and increasing self-confidence. Nowadays, the use of cosmetics is starting to pay attention to environmental impacts, which has caused the use of green cosmetic products to become increasingly popular. This research examines the purchasing behavior of teenagers towards green cosmetic products. This research examined the purchase behavior of 190 teenagers using questionnaires. Research data was analyzed using SEM-PLS. This research shows that altruistic value and hedonic value can increase pro-environmental beliefs in adolescents. The belief in protecting the environment causes teenagers to build a personal norm within themselves that purchasing green cosmetic products is the right choice. The association between pro-environmental beliefs and personal norms, as well as the relationship between altruistic ideals and pro-environmental beliefs, are both significantly moderated by gender. It is unable to mitigate the impact of personal norms and hedonic value on pro-environmental sentiments and green purchasing behavior, though. This study will be a contribution to the research literature regarding the purchase of sustainable beauty products among teenagers and can become a reference in the context of developing sustainable business strategies in the future.
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