Factors Affecting Purchase Intention for Environmentally Friendly Packaged Cosmetics Among Young Consumers

Abstract

 Current environmental and sustainability issues increase consumer attention in consuming products by 
choosing more environmentally friendly products. One of the products that has a fast turnover, and many types, is 
cosmetic products. This study explores the factors influencing consumer intentions in purchasing cosmetic products 
with environmentally friendly packaging. Survey data on students as representatives of Generation Z were processed 
and showed that perceived value, environmental concern, attitude, willingness to pay, social influence, and brand 
image influence purchase intention. The results of this study can support companies in producing products with 
environmentally friendly packaging.