Silvany Putri Aprilia
Adilla Anggraeni
ABSTRACT
This research aims to understand the Indonesian consumers’ value toward the green skincare products Testing method is using SMART-PLS software, using2 types of features which are PLS algorithm and Bootstrapping method. PLS algorithm to test the relationship of variables, reliability and validity as well as discriminant validity. The bootstrapping part is to test the hypothesis that the author proposed. The findings showed some contradicting answers from the exploratory study. Furthermore, there are 3 values that positively influence the attitude in purchasing green skincare products, such as health value, hedonic value, and environmental value. The author also finds out that the attitude does influence the purchase intention of green skincare products. Lastly, there are 5 values that were rejected such as safety value, social value, product knowledge, social norm, as well as perceived behavioral control. These 5 values did not affect the consumers’ attitude towards purchasing green skincare products as well as their purchase intention. As a result, the author found out that a moderate number of respondents are green skincare users, and that most of them showed a good understanding towards the concept ‘green’ in green skincare. Lastly, 4 out of 9 hypotheses proposed by the author were accepted; in which the result is quite different from the journal reference.
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Index Terms
- Perceived Value of Consumers Towards Buying “Green” Skincare Products
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