Analysis of Environmentally Friendly and Local Cosmetic Product Purchase Behavior in Developing Countries: An Examination of Internal, Social, and External Factors

This study aims to analyze the factors that support the formation of green purchasing behavior, especially in local cosmetic products, through the mapping of three categories of motivating elements: internal factors, which are exemplified by the environmental attitude and personal value variables. External factors are represented by price supply and green product knowledge, while social factors are represented by the variables social support and green responsibility. In generating purchasing behavior for locally produced and ecologically friendly cosmetic items, the green purchase intention variable is also employed to mediate exogenous variables. The research target group consists of Indonesian customers who purchase locally made and eco-friendly cosmetics. A purposive sampling technique was used to produce a sample of 215 respondents. A descriptive and verification method utilizing path analysis is employed as the research methodology. The study’s findings demonstrate that not all internal variables favor the development of local, environmentally friendly product purchase behavior. It is well known that green purchase intention is unaffected by environmental attitude. Social support is recognized to enhance the establishment of green purchase intention and behavior, however the social aspect of green responsibility has little effect on green purchase behavior. External variables such as price supply and product knowledge regarding local environmentally friendly products influence green purchase intention and behavior.