Linda Tri Hamidah, Maria Krisnawati, Hazrina Hayya

Pengaruh Green Awareness Terhadap Minat Beli Produk Kosmetik Hijau pada Konsumen Generasi Z

Introduction

Pengaruh green awareness terhadap minat beli produk kosmetik hijau pada konsumen generasi z. Temukan pengaruh green awareness terhadap minat beli produk kosmetik hijau pada konsumen Generasi Z di Bogor. Penelitian kuantitatif ini menunjukkan dampak positif kesadaran lingkungan.

Abstract

Produk kosmetik yang dijual di pasaran saat ini masih banyak yang belum ramah lingkungan dalam artian masih menggunakan zat berbahaya. Dengan berbagai isu lingkungan yang ada munculah istilah green awareness yang dapat mengubah perilaku konsumen aktif dalam mengkampanyekan pentingnya produk kosmetik hijau. Adapun para pelaku usaha mulai melihat peluang bisnis terhadap produk kosmetik yang ramah lingkungan. Tujuan penelitian (1) untuk mengetahui pengaruh green awareness terhadap minat beli produk kosmetik hijau pada konsumen generasi Z. (2) mengetahui seberapa besar pengaruh green awareness terhadap minat beli produk kosmetik hijau. Metode penelitian ini menggunakan metode kuantitatif. Populasi penelitian ini berjumlah 132 generasi Z di Kelurahan Kebon Pedes, Kota Bogor. Teknik pengumpulan data menggunakan teknik purposive sampling dengan menggunakan instrumen kuesioner dan dokumentasi. Teknik analisis data menggunakan uji normalitas, linieritas, regresi sederhana dan koefisien determinasi. Hasil dari penelitian ini mendapatkan bahwa adanya pengaruh green awareness terhadap minat beli produk kosmetik hijau pada generasi Z. Hasil presentase pengaruh green awareness terhadap minat beli produk kosmetik hijau adalah sebesar 63%. Koefisien regresi bernilai positif, sehingga dapat dikatakan bahwa arah pengaruh green awareness terhadap minat beli produk kosmetik hijau adalah positif.

Review

The study titled "Pengaruh Green Awareness Terhadap Minat Beli Produk Kosmetik Hijau pada Konsumen Generasi Z" addresses a highly relevant and pressing issue concerning environmental sustainability within the consumer goods sector. In an era increasingly dominated by environmental concerns and the active participation of younger generations, understanding the nexus between "green awareness" and "green cosmetic purchase intention" among Gen Z consumers is crucial. The paper's explicit objective to quantify this relationship and determine its magnitude provides valuable insights for both academia and industry in navigating the evolving landscape of ethical consumption. Employing a quantitative research approach, the study effectively utilized a sample of 132 Gen Z consumers in Kelurahan Kebon Pedes, Kota Bogor, selected through purposive sampling. Data collection was robustly carried out via questionnaires and documentation, followed by a series of appropriate statistical analyses including normality, linearity, simple regression, and coefficient of determination. The findings definitively demonstrate a significant and positive influence of green awareness on the purchase intention of green cosmetic products among the target demographic. Specifically, the research reports that green awareness accounts for a substantial 63% of the variance in purchase intention, with a positive regression coefficient indicating a direct relationship. This research offers a clear empirical confirmation of the importance of green awareness in shaping consumer behavior, particularly within the influential Gen Z demographic. The findings hold significant practical implications for cosmetic companies looking to develop and market environmentally friendly products effectively, suggesting that fostering greater green awareness among consumers can directly translate into increased purchase intent. While the study provides a strong foundational understanding, future research could benefit from exploring mediating or moderating variables that might influence this relationship, such as perceived product effectiveness, price sensitivity, or social influence. Additionally, expanding the geographical scope beyond a single sub-district would enhance the generalizability of these valuable insights.

Full Text

Comments

You need to be logged in to post a comment.