THE INFLUENCE OF PERCEIVED VALUE, HEALTH CONSCIOUSNESS AND ENVIRONMENTAL AWARENESS TOWARD REPURCHASE INTENTION IN GREEN COSMETICS

Abstract

The cosmetics industry in Indonesia is experiencing good growth in line with lifestyle developments. Common problems in cosmetics focus on the potential risks of chemicals that are dangerous to human health. In addition, the content of strong chemicals can pollute the environment. The existence of climate change, global warming, health concerns, and environmental issues causes consumers to behave green in their purchasing decisions. It is difficult to link green consumers with other things. This is because each consumer has different preferences for the attributes of green products. In this study, researchers want to know and further analyze what factors influence consumer repurchase intentions for green cosmetics products. The results of the findings of this study can provide valuable insights for cosmetic marketers, especially green cosmetics. Smart PLS 3.0 is the software that used in this research. The results of functional value, emotional value, and environmental awareness have a direct positive influence on repurchase intention. Ethical concern has a positive influence on repurchase intention. Ethical concern as a mediating variable has a positive influence on functional value and repurchase intention, it also has a positive influence on emotional value and repurchase intention. However, social value has no a positive influence on repurchase intention, followed by the result of ethical concern as a mediating variable has no positive influence on social value and repurchase intention. Health consciousness has no positive influence on repurchase intention.