Page 1 of 12

Archives of Business Research – Vol. 11, No. 8

Publication Date: August 25, 2023

DOI:10.14738/abr.118.15183.

Adiputra, I. G., Nataherwin, & Aoleria, K. (2023). The Effect of Environmental Concern and Attitude of Toward Green Brand on

Green Purchase Intention: Evidences in Milenial Generations in Jakarta. Archives of Business Research, 11(8). 48-59.

Services for Science and Education – United Kingdom

The Effect of Environmental Concern and Attitude of Toward

Green Brand on Green Purchase Intention: Evidences in Milenial

Generations in Jakarta

I Gede Adiputra

Faculty of Economics and Business, Tarumanagara University

Nataherwin

Faculty of Economics and Business, Tarumanagara University

Kezia Aoleria

Faculty of Economics and Business, Tarumanagara University

ABSTRACT

The purpose of this research is to determine whether Attitude Toward Green Brand

and Environmental Concern have an important role in the purchase intention of

natural cosmetic ingredients in Jakarta. It is hoped that this research can provide

clarity about the role of Attitude Toward Green Brand and Environmental Concern

in the intention to buy cosmetics made from natural ingredients as well as fill in the

gaps in research on consumer buying intentions for cosmetics made from natural

ingredients which are relatively minimal among practitioners and academics,

especially with the impact of the COVID pandemic. -19 by means of using different

variables. This study used a survey method, with data collection through a

questionnaire. Data for this study were collected from 200 respondents using a

convenience sampling technique, then the data were analyzed using SMARTPLS.

According to the findings of this study, Attitude Toward Green Brand and

Environmental Concern have a positive and significant impact on purchase

intention of Sensatia Botanicals skincare products in Jakarta. It is hoped that this

research can fill the research gap regarding consumer purchase intentions for

organic ingredients which are still relatively minimal among practitioners and

academics, especially with the impact of the COVID-19 pandemic.

Keywords: Environmental Concern, Attitude Toward Green Brand, Green Purchase

Intention, Sensatia Botanicals

INTRODUCTION

In the current business environment, many companies have started to change their business

concept or add their business lines to green business, a business model that seeks to reduce

costs, waste, and create added product value, with greater concern for the impact on the

environment [1]. To capture new opportunities and ensure a better standard of living with

sustainable development, the concept of green marketing appears as a concern for

environmental damage issues which is then used by companies as one of their marketing

strategies [2].

Page 2 of 12

49

Adiputra, I. G., Nataherwin, & Aoleria, K. (2023). The Effect of Environmental Concern and Attitude of Toward Green Brand on Green Purchase

Intention: Evidences in Milenial Generations in Jakarta. Archives of Business Research, 11(8). 48-59.

URL: http://dx.doi.org/10.14738/abr.118.15183

The implementation of the application of green marketing within the company is to produce

green products from the company itself [3]. Green products are products made from natural

ingredients, and product packaging that is friendly to the environment [4]. There are several

green products that have become known and used by the public, one of which is cosmetics [5].

Previous research conducted by [6] also explained that there had been changes in patterns and

types of food consumption in Indonesian society during the COVID-19 pandemic. Healthy eating

habits have been widely applied by the community. However, the pandemic has made people

aware of prioritizing the consumption of balanced nutritious food to increase body immunity.

Currently, the level of demand for healthy food consumption in Indonesia is increasing,

businesses and marketers in the healthy food sector need to accelerate the goals and

capabilities of the business being carried out in matching changing consumption patterns to the

products and services provided and understanding the effective mechanism of buying healthy

food by intentional consumers during the current and post-pandemic periods in more detail.

The theory of planned behavior, put forward by [7], is one of the most widely used theories to

predict consumer purchase intentions. This theory was chosen to explain or describe the

behavior of consumers buying healthy food during a pandemic and post-pandemic so that they

can provide and understand what consumers want effectively so that consumers' buying

intentions for healthy food products can increase. According to Kotler and [8] purchase

intention is a form of consumer behavior that wishes to buy or choose a product based on

experience, use and desire for a product. Purchase intention acts as a measure of attention by

consumers in obtaining a product and the possibility to actually buy it based on their experience

and desire to try the food.

Planned Behavior Theory explains that attitude towards behavior is an important factor that

can predict an action, although it is necessary to consider a person's attitude in testing

subjective norms and measuring the person's perceptual behavioral control. If there is a

positive attitude, support from people around and there is a perception of ease because there

are no barriers to behavior, then one's intention to behave will be higher [7]. The existence of

a positive and underlying attitude for consumers to try and influence from other people,

especially from family, relatives and close friends to make these purchases can increase

consumer purchase intentions for food products sold.

According to [9] people who are more concerned about health, often have a positive attitude

towards buying organic products since it is generally considered a healthier choice, compared

to non-organic grown ones. According to [10], knowledge of the environment can affect

consumer attitudes. If the higher the level of environmental knowledge and concern possessed

by a consumer, the higher the ecological attitude possessed by the consumer compared to

consumers who do not have knowledge and concern for the environment which in turn

influences their ecological behavior. [10] found that concern or attention to environmental

issues can affect consumer attitudes.

The Millennial Generation is a generation that is said to be the generation that cares the most

about the environment. This generation is seen as the most environmentally friendly

consumption-oriented generation compared to other generations [11]. This generation is also

a more educated generation, this shows that consumers who are more educated will increase