Lola Kurnia Pitaloka, Anna Kania Widiatami
The purpose of this study is to see how consumer awareness, trust, and social influence can interest consumers buy green cosmetic products. This research is an exploratory quantitative analysis with Structural Equation Model as a data analysis with warpPLS as a tool analysis. The population is active users of cosmetic products in Indonesia with an age range of 15 to 35 years. The sampling technique used accidental sampling because there were no exact data and the sample are 100 respondents. Data collected using a close questionnaire. In this study, all variables affect consumer purchasing decisions as large as 0,03 and 0,001, but this study found that social influences weaken brand trust. It can be said that the green character of consumers is still difficult to form. Consumers, as a social individual, still depend on the decisions of others because they want to be accepted in their environment. Unfortunately, there are still many people in Indonesia who do not have a strong green character. Awareness of climate change still needs improvement, and it requires the commitment of environmental organizations to socialize the dangers of climate change and increase the green character in the community to influence consumer purchases. © Published under licence by IOP Publishing Ltd.
Faculty of Economics, Universitas Negeri Semarang, Indonesia
