Open AccessGENERATION Z PURCHASE INTENTION ON ENVIRONMENTAL AND GREEN COSMETIC PRODUCT
Author(s) -
Lina Salim,
Clara Rismawati
Publication year - 2020
Publication title -
jurnal riset jakarta
Language(s) - English
Resource type - Journals
eISSN - 2716-4659
pISSN - 2337-4381
DOI - 10.37439/jurnaldrd.v13i2.34
Subject(s) - advertising , nonprobability sampling , business , product (mathematics) , marketing , mathematics , medicine , environmental health , population , geometry
The purpose of this research is to analyze how the generation Z intention to purchase any cosmetic products related to the environmental concern, green packaging, green advertising, and green brand knowledge. Data used in this research was collected by distributing questionnaires to the member of chosen dance communities. The respondents were generation Z who born after year 2000 (between 15-20 years old) and never bought any cosmetic products. The respondents for this research were female, selected based on purposive sampling. The results showed that only green advertising could influence green purchase intention while environmental concern, green packaging, and green brand knowledge could not influence green purchase intention of cosmetic products.