Title:
Factors Influencing Green Purchase Intention of skincare Product: The Mediating Role of Green Brand Image

Authors:
Ferdyan Pangesta, Indonesia

Abstract:

This study examines several variables, including eco-labeling, environmental concern, celebrity endorsement, green brand image, and green purchase intention, with the aim of analyzing the factors that can influence the intention to buy Avoskin skincare products in DKI Jakarta. This research is quantitative, with a sample size consisting of 157 respondents. Data collection was conducted through online questionnaires, and the data analysis technique used is structural equation modeling, tested with Smart PLS version 3.0. The results show that eco-labeling, environmental concern, and celebrity endorsement influence green brand image. Green brand image does not mediate the relationship among eco-labeling, environmental concern, and celebrity endorsement on green purchase intention. Lastly, celebrity endorsement and green brand image have no influence on green purchase intention, which is only influenced by eco-labeling and environmental concern.

DOI: https://doi.org/10.51505/IJEBMR.2024.8824