PENGARUH KESADARAN LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK RAMAH LINGKUNGAN DI KAWASAN INDUSTRI CIKARANG

Abstract

Environmental pollution has become a serious health threat to Indonesians, especially those who live in industrial estates. Along with technological advances, many companies are competing to produce environmentally friendly products, including cosmetics. This study aims to determine the effect of environmental awareness on purchasing decisions for eco-friendly cosmetics in Cikarang region, one of the largest industrial areas in Indonesia. The independent variables tested in this study are environmental awareness, eco-friendly product awareness, price awareness and brand image; whereas the dependent variable is purchasing decision. The total samples in this study are 150 respondents which are users of eco-friendly cosmetics. Hypothesis testing employs Logistic Regression in order to determine the significance and probability of the influence of each independent variable towards the dependent variable. The results showed that the variable price awareness and brand image significantly influenced the decision to purchase eco-friendly cosmetics.

 Keywords: Environmental Awareness, Eco-Friendly Product Awareness, Price Awareness And Brand Image