WHEN GREEN MEETS GLAM: HOW ENVIRONMENTAL CONCERN MODERATES GENERATION Z’S INTENTION TO BUY WARDAH’S ECO-FRIENDLY COSMETICS

Abstract

Environmental awareness is increasingly influencing consumer behavior, particularly among younger generations. However, eco-friendly cosmetic products are still not the leading choice for many consumers. This study examines how environmental concern moderates the effect of two external factors—preference for sustainable retailers and trust in sustainable producers—on the purchase intention of environmentally friendly Wardah cosmetics. Furthermore, the study investigates consumer involvement with eco-friendly labels as an indirect factor influencing purchase intention through trust in sustainable producers.

Design/methodology/approach – A quantitative approach was used by conducting an online survey with 130 Generation Z respondents in Semarang. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings – The results reveal that preference for sustainable retailers (β = 0.207; p = 0.018), trust in sustainable producers (β = 0.195; p = 0.046), and environmental concern (β = 0.456; p = 0.000) significantly influence consumers' purchase intention of Wardah's environmentally friendly products. Consumer involvement in eco-friendly labels also significantly affects trust in producers (β = 0.655; p = 0.000), which in turn indirectly influences purchase intention (β = 0.128; p = 0.048). However, environmental concern does not significantly moderate the relationship between preference or trust and purchase intention. Originality – This study contributes to the sustainable marketing literature by highlighting the combined influence of sustainable producers and retailers on Generation Z’s pro-environmental purchase intentions in the local cosmetics industry. The findings also underscore the importance of eco-labels and brand transparency in fostering consumer trust toward sustainable brands.