Why Do People Want to Buy Green Cosmetic? Exploring The Role of Social Media and Motivation

Abstract

The increasing customer appeal to green cosmetics products in Indonesia contributes to social media exposure and motivation. Therefore, this study explores social media factors, motivations, attitudes, and subjective norms on the purchase intention of green cosmetic products in e-commerce. The research population is active social media users and has used green cosmetics, so a sample of 100 respondents was obtained by purposive sampling. The data from the online questionnaire distribution was analyzed using the PLS-SEM technique. The study's results prove that attitudes and subjective norms significantly affect the purchase intention of green cosmetics products. Furthermore, altruistic motivation and social media influence consumer attitudes and purchase intentions, but egoistic motivation does not affect consumer attitudes. Social media affects attitudes, subjective norms, and altruistic and egoistic motivation. This research contributes to green cosmetics firms paying attention to social media exposure to grow motivation, attitudes, and consumer behavior in consuming green cosmetics.