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Abstrak :
Dampak negatif penggunaan plastik pada industri beauty and personal care (BPC) telah menjadi perhatian publik. Masyarakat mulai mencari alternatif yang ramah lingkungan untuk produk perawatan kulit mereka. Kecenderungan untuk memilih produk yang ramah di kalangan konsumen mendorong munculnya produk green skincare. Banyak perusahaan yang mulai memproduksi green skincare dan memasarkannya dengan iklan ramah lingkungan (green advertisement). Penelitian ini bertujuan untuk melihat pengaruh green advertisement terhadap green trust konsumen dewasa muda pada produk green skincare. Penelitian dilakukan secara eksperimental dengan desain randomized between-subjects two-group posttest only terhadap 335 partisipan WNI berusia 18—25 tahun. Peneliti memberikan perlakuan berupa dua stimulus poster green advertisement. Green trust konsumen diukur menggunakan alat ukur yang dikembangkan oleh Chen (2010). Data yang terkumpul dianalisis menggunakan metode Independent Sample T-Test untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan dari perlakuan yang diberikan pada kelompok 1 (M = 26.07, SD = 2.085) berupa poster green advertisement dengan klaim ramah lingkungan terhadap green trust partisipan dibandingkan kelompok 2 (M= 14.95, SD = 7.335), t(333) = 18.799, p < 0.05 yang diberikan perlakuan berupa poster green advertisement dengan klaim ramah lingkungan yang menyesatkan (greenwashing). Perbedaan skor variabel antara kedua kelompok tergolong cukup tinggi dan dapat disimpulkan bahwa partisipan mampu mengenali poster green advertisement yang memiliki klaim ramah lingkungan sebenarnya serta menunjukkan kepercayaan ramah lingkungan yang rendah pada poster green advertisement yang memiliki klaim ramah lingkungan menyesatkan (greenwashing). ......The negative impact of plastic use on the beauty and personal care (BPC) industry has become a public concern. People are starting to look for eco-friendly alternatives for their skincare products. The tendency to choose products that are friendly among consumers encourages the emergence of green skincare products. Many companies have started producing green skincare and marketing it with green advertisements. This study aims to see the effect of green advertisement on the green trust of young adult consumers in green skincare products. The study was conducted experimentally with a randomized between-subjects two-group posttest design only on 335 Indonesian citizen participants aged 18—25 years. The researcher gave treatment in the form of two stimulus green advertisement posters. Consumer green trust is measured using a measuring instrument developed by Chen (2010). The collected data were analyzed using the Independent Sample T-Test method to test the hypothesis. The results showed that there was a significant effect of the treatment given to group 1 (M = 26.07, SD = 2.085) in the form of green advertisement posters with environmentally friendly claims on participant green trust compared to group 2 (M = 14.95, SD = 7.335), t (333) = 18,799, p <0.05 which was given treatment in the form of green advertisement posters with misleading greenwashing claims. The difference in variable scores between the two groups was quite high and it can be concluded that participants were able to recognize green advertisement posters that had actual environmentally friendly claims and showed low green trust on green advertisement posters that had misleading environmentally friendly claims (greenwashing).

Abstrak :
Peningkatan persaingan dalam industri kosmetik di Indonesia membuat brand perlu memiliki daya tarik tersendiri dibanding kompetitor lainnya. Beberapa merek terdorong untuk mengangkat konsep ramah lingkungan sebagai nilai yang diusung dalam produknya atau dapat disebut sebagai green product, salah satunya adalah innisfree. Menjuluki brand-nya sebagai eco conscious beauty brand, innisfree berfokus menyediakan kecantikan alami dari hidup berdampingan dengan alam sambil mempertahankan keasriannya yang terdapat pada green product-nya. Namun, kelebihan green product masih belum dikenal secara luas karena kurang dikomunikasikan secara efektif. Maka dari itu, diperlukan strategi komunikasi yang baik dalam pesan yang dikomunikasikan brand untuk meningkatkan minat beli konsumen terhadap green product. Makalah ini disusun untuk mengidentifikasi strategi komunikasi dalam menyampaikan pesan yang efektif untuk meningkatkan minat beli terhadap green product serta mengetahui penerapannya pada merek innisfree. Teori dan konsep yang digunakan dalam makalah ini meliputi green product, consumer behavior, communication strategies, brand messages, dan purchase intention yang didukung oleh penggunaan metode pengumpulan data berupa data sekunder serta analisis masalah menggunakan metode analisis konten. Hasil analisis menemukan bahwa terdapat beberapa pesan yang harus dikomunikasikan brand sebagai strategi untuk meningkatkan minat beli terhadap green product dan innisfree telah menerapkan sebagian besar strategi pesan tersebut. ......Increased competition in the cosmetic industry in Indonesia makes brands need to have their own charm compared to other competitors. Some brands are encouraged to promote the concept of being environmentally friendly as a value that is carried in their products or what can be called green products, one of which is innisfree. Calling its brand an eco conscious beauty brand, innisfree focuses on providing natural beauty from living side by side with nature while maintaining the beauty found in its green products. However, the advantages of green products are still not widely known because they are not communicated ef ectively. Therefore, a good communication strategy is needed in the messages communicated by the brand to increase consumer buying interest in green products. This paper is structured to identify a communication strategy in conveying an ef ective message to increase buying interest in green products and to find out its application to the innisfree brand. The theories and concepts used in this paper include green products, consumer behavior, communication strategies, brand messages, and purchase intention which are supported by the use of data collection methods in the form of secondary data and problem analysis using content analysis methods. The results of the analysis found that there are several messages that must be communicated by the brand as a strategy to increase buying interest in green products and innisfree has implemented most of these message strategies.

Abstrak :
Pandangan manusia telah bergeser seiring dengan meningkatnya kepedulian terhadap lingkungan, sehingga menimbulkan tuntutan bagi pelaku bisnis untuk memberikan solusi dalam menghadapi berbagai permasalahan lingkungan melalui pengembangan green product. Eco-label sebagai jaminan mutu green product merupakan isu di dunia bisnis dan perdagangan global saat ini. Penelitian ini bertujuan untuk mengetahui pengaruh eco-label terhadap kesadaran mahasiswa untuk membeli green product. Variabel-variabel yang digunakan dalam penelitian ini adalah eco-label awareness, attitude towards the environment, belief in environment-friendly buying, eco-label knowledge, eco-label availability, attention towards eco-label, dan purchase intention. Dengan menggunakan Structural Equation Modeling, diperoleh bahwa variabel belief in environmentfriendly buying, eco-label knowledge, dan attention towards eco-label memiliki pengaruh langsung terhadap purchase intention, sementara variabel eco-label awareness dan eco-label availability hanya menunjukkan pengaruh tidak langsung terhadap purchase intention. ...... The society's viewpoint has shifted along with the increasing concern for the environment, causing the rise of demand for the businessman to provide a concrete solution to deal with the current environmental problems through the development of green products. Eco-label, as a quality assurance of green products, has been a global trade-related issue for years. This research aims to determine the effect of eco-labels on students? awareness to purchase green products. The variables used in this research consist of eco-label awareness, attitude towards the environment, belief in buying environment-friendly, eco-label knowledge, eco-label availability, attention towards eco-label, and purchase intention. Using Structural Equation Modeling, some of key findings from the data analysis are highlighted: belief in environment-friendly buying, eco-label knowledge, and attention towards eco-label show a direct influence on purchase intention, while eco-label awareness and eco-label availability only show the indirect effect on purchase intention.

Abstrak :
Pasar produk kecantikan yang ramah lingkungan serta preferensi masyarakat terhadap produk yang alami di dunia saat ini sedang mengalami perkembangan. Sementara itu, perempuan usia muda merepresentasikan perkembangan segmentasi konsumen terhadap produk kecantikan dan perawatan yang ramah lingkungan. Meskipun demikian, penelitian mengenai perilaku konsumen terhadap produk natural skincare saat ini masih sedikit. Oleh karena itu, penelitian ini dilakukan untuk memahami intensi perilaku perempuan muda terhadap pembelian produk natural skincare di Jabodetabek Indonesia. TPB Theory of Planned Behavior, yang mana sering digunakan dalam penelitian terdahulu terhadap perilaku konsumen digunakan sebagai dasar teori dalam penelitian. Selanjutnya, variabel yang digunakan untuk memprediksi perilaku konsumen terhadap produk natural skincare dipengaruhi oleh empat faktor lainnya: kesadaran kesehatan, pengetahuan terhadap produk, persepsi harga, dan persepsi ketersediaan. Survei terhadap 227 responden dilakukan melalui kuesioner yang terstruktur. Data kemudian dianalisa menggunakan Structural Equation Modeling SEM. Hasil yang diperoleh adalah kesadaran kesehatan, persepsi harga dan persepsi ketersediaan memiliki pengaruh terhadap sikap perempuan muda terhadap produk natural skincare. Selanjutnya, sikap terhadap produk natural skincare dan norma subjektif terbukti memiliki pengaruh pada sikap terhadap pembelian produk natural skincare. Sementara itu, hanya norma subjektif yang tidak memiliki pengaruh terhadap intensi perempuan muda untuk membeli produk natural skincare. ......The market of green beauty products and consumer preference for naturally derived ingredients are expanding worldwide. In addition, young women represent an emerging ecological segment for green beauty and personal care products. However, there are still few researches about consumer behavior towards natural skincare products. Hence, the purpose of this research is to investigate young female consumers rsquo behavioral intention with regard to purchasing natural skincare products in Jabodetabek, Indonesia. The Theory of Planned Behavior was used for the research as it is one of the most widely used theories for investigating consumers rsquo behavioral intention. This research also used attitude towards natural skincare product as an additional variable to predict TPB. The variable was influenced by four more factors health consciousness, product knowledge, perceived price, and perceived availability to predict attitude towards natural skincare products. The survey for this research was collected from 227 respondents through structured questionnaires. The data was analyzed using SEM Structural Equation Modeling . Results have confirmed that health consciousness, perceived price, and perceived availability influence young female consumers attitude towards natural skincare products. The results also showed that attitude towards natural skincare products and subjective norm positively influence attitude towards purchasing natural skincare products. Meanwhile, subjective norm does not have any influences in purchasing intention.

Abstrak :
Industri makanan dan minuman Indonesia semakin berkembang dan perusahaan retail yang berkecimpung dalam industri ini bersaing secara ketat. Untuk memenangkan persaingan tersebut, banyak perusahaan yang telah menerapkan green marketing sebagai salah satu strategi pemasarannya. Penelitian ini meneliti perusahaan yang telah menerapkan green marketing khususnya perusahaan yang memproduksi green product dan melakukan praktek tanggung jawab sosial yang bergerak di industri makanan dan minuman di Indonesia. Data dikumpulkan dari 150 orang responden yang berdomisili di daerah Jakarta dan sekitarnya yang belum pernah membeli produk makanan dan minuman ramah lingkungan. Pengolahan data pada penelitian ini dilakukan menggunakan SEM. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan dari perceived quality terhadap consumer purchase intentions. Selain itu, corporate social responsibility memediasi secara penuh green product awareness terhadap consumer purchase intentions.

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Food and beverage industry in Indonesia is growing and retail companies engaged in this industry compete tightly. For winning this competition, a lot of companies have implemented green marketing as their marketing strategy. This research examines the companies that have implemented green marketing, particularly the companies that produce green products and practices corporate social responsibility which is engaged in food and beverage industry in Indonesia. Data were collected from 150 respondents who live in Jakarta and surrounding areas who have never bought environmental friendly food and beverage products. The data in this study was analyzed using SEM. The result of this research shows that there are positive and significant effects between perceived quality and consumer purchase intentions. Moreover, corporate social responsibility mediated green product awareness towards consumer purchase intentions.

Abstrak :
Perkembangan media sosial ini telah membentuk praktik keputusan strategis bagi merek untuk berinteraksi, berkolaborasi, serta berbagi sehingga produsen menggunakan strategi penjualan dengan menggunakan social media influencer (SMI). Purchase intention atau niat beli tidak ditentukan secara langsung oleh adanya pengetahan konsumen mengenai produk tertentu, terlebih green product yang saat ini menjadi tren saat ini dianggap ramah lingkungan dan dibuat dari bahan daur ulang yang tidak beracun, alami, serta kemasan ramah lingkungan. Maka dari itu, untuk mencapai tujuan ini, penulis mengusulkan model konseptual yang menggabungkan teori perilaku terencana (TPB) dengan konstruksi tambahan seperti, influencers' perceived credibility, trust, expertise, and congruence.Penelitian ini merupakan penelitian kuantitatif dengan menyebarkan kuesioner secara online. Teknik pengambilan sampel yang digunakan adalah purpossive sampling dengan subjek merupakan Followers Rania Yamin sebagai Social Media Influencer yang berdomisili di DKI Jakarta dan berjumlah 100 responden. Hasil penelitian bahwa peran SMI dapat mempengaruhi dalam niat beli green product. Namun, perceived credibility tidak memiliki pengaruh yang signifikan terhadap attitude toward the social media influencer sehingga memiliki implikasi terhadap purchase intention karena hasil T-statistics lebih kecil dari critical value (1,341 < 1,960), dan p-values lebih besar dari α (0,181 > 0,05). ......The evolution of social media has shaped strategic decision-making practices for brands to engage, collaborate, and share, leading manufacturers to employ sales strategies through social media influencers (SMIs). Purchase intentions aren't solely determined by consumers' awareness of specific products, especially with the current trend of green products being considered environmentally friendly, made from non-toxic, natural, and eco-friendly recycled materials. Therefore, to achieve this goal, the author proposes a conceptual model that merges the Theory of Planned Behavior (TPB) with additional constructs such as influencers' perceived credibility, trust, expertise, and congruence. This research adopts a quantitative approach, distributing questionnaires online. The sampling technique employed is purposive sampling, targeting 100 respondents who are followers of Rania Yamin, a Social Media Influencer based in DKI Jakarta. The research findings suggest that the role of SMI can influence the purchase intention of green products. However, the perceived credibility does not significantly impact the attitude toward the social media influencer, thus affecting the purchase intention because the T-statistics result is smaller than the critical value (1,341 < 1,960), and the p-values are larger than α (0,181 > 0,05).

Abstrak :
Sustainability menjadi tantangan yang dihadapi perusahaan seiring meningkatnya perhatian konsumen terhadap aktivitas bisnis ramah lingkungan dan permintaan green brand. Industri kosmetik dan personal care termasuk industri yang terus berkembang permintaannya, terutama green cosmetics dan personal care. Penelitian ini bertujuan menganalisis pengaruh green brand positioning, green brand knowledge, dan attitude toward green brand terhadap green product purchase intention dari The Body Shop sebagai salah satu brand kometik dan personal care ramah lingkungan yang juga membuktikan komitmen peduli lingkungannya pada aktivitas perusahaan. Sampel penelitian ini adalah konsumen yang belum pernah membeli produk The Body Shop dan berdomisili di Jabodetabek. Data diolah menggunakan metode Structural Equation Modelling dimana hasilnya menunjukkan jika green brand positioning tidak berpengaruh terhadap attitude toward green brand, namun berpengaruh positif terhadap green brand knowledge, sedangkan, green brand knowledge berpengaruh positif terhadap attitude toward green brand yang dilanjutkan dengan pengaruh positif attitude toward green brand terhadap green purchase intention. ...... Sustainability becomes a challenge to companies because of the increasing consumers rsquo attention to eco friendly business activities and demand for green brand. Cosmetics and personal care industry is one of potential businesses that have significant increase in demand, especially for green cosmetics and personal care. This study has purpose to analyze the influence of green brand positioning, green brand knowledge, and attitude toward green brand to green product purchase intention of The Body Shop as green brand cosmetics and personal care which has proven their commitment to the environment through their company activitiess. The sample was consumers who have never bought The Body Shop and lived in Jabodetabek. Then, the collected data was processed using Structural Equation Modelling. Finally, the results of this research showed that green brand positioning does not have positive effect on attitude toward green brand, but has positive effect on green brand knowledge. Meanwhile, green brand knowledge has positive effect on attitude toward green brand followed by positive effect of attitude toward green brand on green purchase intention.

Abstrak :
Masyarakat di Indonesia secara umum masih bergantung pada kendaraan yang menggunakan bahan bakar fosil yang dimana menjadi penyumbang polusi terhadap lingkungan. Sehingga kebijakan pemasaran melalui green marketing harus tercermin dalam pengembangan produk, pengemasan, dan promosi yang berorientasi pada pelestarian alam untuk munculkan green purchase intention. Penelitian ini bertujuan untuk menganalisa implementasi green marketing, green brand knowledge, dan attitude towards green product pada mobil listrik Hyundai untuk melihat pengaruhnya terhadap green purchase intention sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif, berjenis eksplanatif melalui penyebaran kuesioner kepada 105 responden yang merupakan pengguna kendaraan mobil berbahan bakar minyak bumi di Jabodetabek menggunakan teknik non probability sampling yakni purposive. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara green marketing, green brand knowledge, dan attitude towards green product pada green purchase intention mobil listrik Hyundai ......General public in Indonesia still depend on vehicles that use fossil fuels which are contributors to environmental pollution. Marketing policies through green marketing must be reflected in product development, packaging, and promotions that are oriented towards nature conservation to create green purchase intentions. This study aims to analyse the implementation of green marketing, green brand knowledge, and attitude towards green products on Hyundai electric cars to see its effect on green purchase intention as the dependent variable. This study uses a quantitative approach, explanatory, by distributing questionnaires to 105 respondents who are users of petroleum-fired cars in Jabodetabek using a purposive non-probability sampling technique. The results of the study show that there is a positive influence between green marketing, green brand knowledge, and attitude towards green products on the green purchase intention of Hyundai electric cars.

Abstrak :
Masalah lingkungan yang terjadi, menyebabkan peningkatan kesadaran dan gerakan pencegahan terhadap kerusakan lingkungan. Hal ini juga berdampak pada berubahnya pola konsumsi masyarakat. Trend saat ini menunjukkan adanya peningkatan konsumsi produk ramah lingkungan oleh konsumen. Begitupun umat islam yang notabene diajarkan mengenai penjagaan lingkungan. Skripsi ini bertujuan untuk mengetahui bagaimana pengaruh religiosity terhadap pembelian green products di Indonesia dengan melihat 4 variabel yaitu collectivism, eco-literacy, environmental concern, dan attitude towards green product. Analisis data pada penelitian ini menggunakan software SPSS dan AMOS dengan metode pengolahan data Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan dari religiosity terhadap collectivism dan eco-literacy, eco-literacy terhadap environmental concern dan attitude towards green product, collectivism terhadap attitude towards green product, dan environmental concern terhadap attitude towards green product. ......The environmental problem that happen today, increase people awareness and movement to prevent environmental problem. It also affects the consumption pattern of consumer in society. The trend shows that there is the increase of green product consumption in society. Then, That increase is also shown in moslem consumer that having thought of environmental protection in their religion. This study purpose was to find out how the role of religiosity in purchase of green products in Indonesia by analyzing 4 variables, collectivism, eco-literacy, environmental concern, and attitude towards green products. The data were analyzed using SPSS and AMOS with the Structural Equation Modelling (SEM) method. The finding of this study showed that there were influence of religiosity to collectivism and eco-literacy, eco-literacy to environmental concern and attitude towards green products, collectivism to environmental concern, and environmental concern to attitude towards green products.

Abstrak :
Penelitian terdahulu yang dilakukan oleh Dhandra (2019) menunjukkan bahwa trait mindfulness dapat memprediksi intensi membeli produk ramah lingkungan secara positif. Tujuan dari penelitian ini adalah menguji sejauh mana trait mindfulness dapat memprediksi intensi membeli produk ramah lingkungan dengan mengaplikasikan saran dari penelitian terdahulu, yaitu dengan melakukan penelitian pada partisipan dengan latar belakang budaya dan kelompok usia yang berbeda. Karakteristik partisipan pada penelitian ini adalah remaja akhir dan merupakan warga negara Indonesia. Trait mindfulness diukur dengan alat ukur Mindful Attention Awareness Scale (MAAS) versi bahasa Indonesia yang sudah diujicobakan pada kelompok usia remaja oleh Kusuma (2018). Intensi membeli produk ramah lingkungan diukur dengan Green Purchase Intention Scale yang diadaptasi ke dalam bahasa Indonesia oleh Putranto (2013). Pada penelitian ini, diperoleh partisipan sebanyak 226 orang yang berusia antara 18-21 tahun, dengan partisipan laki-laki berjumlah 79 orang (Musia = 20.1, SDusia = 0.99) dan perempuan berjumlah 147 orang (Musia = 19.9, SDusia = 1.17). Berdasarkan hasil analisis regresi sederhana, ditemukan bahwa trait mindfulness (M = 55.32, SD = 11.443) dapat memprediksi intensi membeli produk ramah lingkungan (M = 16.87, SD = 3.59) secara positif dan signifikan (β = .16, p < .05). Dalam hal ini, trait mindfulness dapat menjelaskan 2.6% varians dari intensi membeli produk ramah lingkungan, R2 = .026, F = 5.998, p < .05. Hasil dari penelitian ini menyarankan perusahaan untuk memasarkan produk ramah lingkungan dengan strategi yang dapat menarik perhatian kelompok konsumen yang cenderung mindful. ......Previous research conducted by Dhandra (2019) showed that trait mindfulness can positively predict the intention to buy environmentally friendly product. The purpose of this study was to examine how the trait mindfulness can predict the intention to buy environmentally friendly product by applying the suggestions from previous research, namely by conducting research on participants with different cultural backgrounds and age groups. The characteristics of the participants in this study were late adolescents and Indonesian citizens. Trait mindfulness was measured using the Mindful Attention Awareness Scale in its bahasa Indonesia version, which has been tested on an adolescent age group by Kusuma (2018). Green purchase intention was measured using the Green Purchase Intention Scale that has been adapted to bahasa Indonesia by Putranto (2013). In this study, there were 226 participants aged between 18-21 years, with 79 male participants (Mage = 20.1, SDage = 0.99) and 147 female participants (Mage = 19.9, SDage = 1.17). Based on the results of simple regression analysis, it was found that trait mindfulness (M = 55.32, SD = 11.443) can positively and significantly (β = .16, p < .05) predict the intention to buy environmentally friendly product (M = 16.87, SD = 3.59). In this case, trait mindfulness can explain 2.6% of the variance of the intention to buy environmentally friendly products, R2 = .026, F = 5.998, p < .05. The results of this study suggested companies to market environmentally friendly products with strategies that can attract the attention of consumer groups who have high mindfulness trait.