Factors Influencing the Purchase Intention of Generation Z Muslim Consumers Towards Halal and Environmentally Friendly Local Cosmetic Products
Abstract
The aim of this research is to determine the factors that influence the purchase intention of generation Z Muslim consumers towards local cosmetic products that are halal and environmentally friendly. This research uses a quantitative method in the form of a questionnaire, the sampling technique is non-probability sampling with a purposive sampling method. The population in this study is generation Z who live in the Greater Solo area and have never used Avoskin products. The sample in this study was 312 respondents. The data analysis technique used in this research is the SEM PLS method using SmartPLS software. Based on this research, it was found that of the 23 hypotheses tested, seventeen hypotheses were confirmed. Meanwhile, six hypotheses were not accepted, from the hypotheses that were not accepted there were results that were highlighted, namely that eco-label and halal-green awareness had no effect on purchase intention, but environmental knowledge had an effect on purchase intention. This is possible because there is still little public awareness and concern in selecting a product and its impact on the environment. And of the eight hypotheses with mediating variables, two hypotheses were found that could fully mediate. It is hoped that these findings can increase the intention to purchase local cosmetics that are halal and environmentally friendly, namely by better understanding consumer behavior, especially generation Z. The practical implications of this research are that cosmetic producers gain profits by entering the halal market and increasing market share by adding halal and environmentally friendly branding.
Downloads
References
Abd Rahman, A., Asrarhaghighi, E., & Ab Rahman, S. (2015). Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention. Journal of Islamic Marketing, 6(1), 148–163. https://doi.org/10.1108/JIMA-09-2013-0068
Achmad, N., & Kuswati, R., Imronudin. (2021). Teori & Praktek Statistik Milenial. Jasmine Publisher.
Ahyadi, A. A. (2001). Psikologi Agama Kepribadian Muslim Pancasila. Sinar Bar.
Ajzen, I. (1991). The Theory of Planned Behavior. Organization Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/https://doi.org/10.1016/0749-5978(91)90020-T
Alamsyah, D. P., Othman, N. A., Bakri, M. H., Udjaja, Y., & Aryanto, R. (2021). Green awareness through environmental knowledge and perceived quality. Management Science Letters, 11, 271–280. https://doi.org/10.5267/j.msl.2020.8.006
Aprilia, F., & Saraswati, T. G. (2021). Analisis Kesadaran Halal Sebagai Variabel Intervening Pada Pengaruh Sertifikasi Halal Terhadap Minat Beli Kosmetik Halal Wardah Di Kabupaten Pemalang. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi, 5(1), 1125.
Arifin, S. (2022). Pengaruh Halal Green Packaging, Green Halal Product, Halal Green Perceived Value Terhadap Green Purchase Intention. Jurnal Ilmiah Ekonomi Islam, 8(02), 1411–1424.
Aufi, F. (2021). Halal cosmetics and behavior of Muslim women in Indonesia: the study of antecedents and consequences. Asian Journal of Islamic Management (AJIM), 3(1), 11–22. https://doi.org/10.20885/ajim.vol3.iss1.art2
Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting Halal purchase intention – evidence from Pakistan’s Halal food sector. Management Research Review, 38(6), 640–660. https://doi.org/10.1108/MRR-01-2014-0022
Azam, M. S. E., & Abdullah, M. A. (2020). Global Halal Industry: Realities and Opportunities. International Journal of Islamic Business Ethics, 5(1), 47. https://doi.org/10.30659/ijibe.5.1.47-59
Balques, A., Noer, B. A., & Nuzulfah, V. (2017). Analisis Sikap, Norma Subjektif, dan Niat Beli Produk Kosmetik Halal pada Konsumen Muslimah di Surabaya. 6(2), 240–244.
Budiarti, L., Wijayanti, R. F., & Evelina, T. Y. (2020). Pengaruh halal certification dan halal awareness terhadap minat pembelian produk gunaan. Journal Administrasi Dan Bisnis, 13(2), 150.
Briliana, V., & Mursito, N. (2017). Exploring antecedents and consequences of Indonesian Muslim youths’ attitude towards halal cosmetic products: A case study in Jakarta. Asia Pacific Management Review, 22(4), 176–184. https://doi.org/10.1016/j.apmrv.2017.07.012
Chin, J., Jiang, B. C., Mufidah, I., Persada, S. F., & Noer, B. A. (2018). The investigation of consumers’ behavior intention in using green skincare products: A pro- environmental behavior model approach. Sustainability (Switzerland), 10(11). https://doi.org/10.3390/su10113922
D’Souza, C., Taghian, M., Lamb, P., & Peretiatkos, R. (2006). Green products and corporate strategy: an empirical investigation. Society and Business Review, 1(2), 144–157. https://doi.org/10.1108/17465680610669825
Ernawati, S., & Koerniawan, I. (2023). Pengaruh Label Halal Dan Kesadaran Halal Terhadap Minat Pembelian. Jurnal Ilmiah Ekonomi Dan Bisnis, 16(1), 207–215.
Fabiola, K., Mayangsari, L., Bisnis, S., & Bandung, I. T. (2020). Machine Translated by Google Pengaruh Skeptisisme Hijau , Pengetahuan Lingkungan dan Lingkungan Abstrak Perkenalan Machine Translated by Google. 5, 96–105.
Fenolychia, D. , & S. S. (2024). Pengaruh Customer Review Dan Influencer Endorsement Terhadap Purchase Intention Pada Produk The Originote Dengan Trust Sebagai Variabel Moderasi. 7(2), 247–258.
Gao, Y., Anna, S. M., & Lee, S. (2016). A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research. International Journal of Hospital Management, 54, 107–115.
Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. https://doi.org/10.1108/JIMA-11-2017-0125
Ghozali, I., & Latan, H. (2015). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. UNDIP Press.
Hamdani, A., Sari, N., & Umuri, K. (2021). Pengaruh kesadaran halal dan sertifikat halal terhadap minat beli produk kentucky fried chicken (KFC). Al-Buhuts, 17(2), 198–212. https://doi.org/10.30603/ab.v17i2.2305
Handriana, T., Yulianti, P., Kurniawati, M., Arina, N. A., Aisyah, R. A., Ayu Aryani, M. G., & Wandira, R. K. (2020). Purchase behavior of millennial female generation on Halal cosmetic products. Journal of Islamic Marketing, 12(7), 1295–1315. https://doi.org/10.1108/JIMA-11-2019-0235
Hernomo, A. F. (2021). Pengaruh Pengetahuan Lingkungan Dan Kepedulian Lingkungan Terhadap Niat Beli Produk the Body Shop Di Surabaya. Performa, 6(4), 302–311. https://doi.org/10.37715/jp.v6i4.2552
Hidayati, N., & Sunaryo, H. (2021). The Role of Halal Label to Increase the Effect of Attitude Toward Halal Product on Brand Image and Purchase Intention. IJEBD (International Journal of Entrepreneurship and Business Development), 4(5), 744–752. https://doi.org/10.29138/ijebd.v4i5.1496
Hussain, Z. (2022). Intention to Purchase Halal Cosmetic Products in an Islamic Pakistani Culture. Journal of Islamic Economics and Finance Studies, 3(1), 1. https://doi.org/10.47700/jiefes.v3i1.4256
Irfany, M. I., Khairunnisa, Y., & Tieman, M. (2024). Factors influencing Muslim Generation Z consumers’ purchase intention of environmentally friendly halal cosmetic products. Journal of Islamic Marketing, 15(1), 221–243. https://doi.org/10.1108/JIMA-07-2022-0202
Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. In International Strategic Management Review (Vol. 3, Issues 1–2). Holy Spirit University of Kaslik. https://doi.org/10.1016/j.ism.2015.04.001
Khan, N., Sarwar, A., & Tan, B. C. (2021). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 12(8), 1461–1476. https://doi.org/10.1108/JIMA-11-2019-0248
Kusumawati, A., & Tiarawati, M. (2022). Pengaruh Green Perceived Risk Dan Green Packaging Terhadap Green Purchase Intention Pada Produk Skincare Avoskin. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(10), 2071–2084. https://doi.org/10.54443/sibatik.v1i10.305
Larasati, A., Hati, S. R. H., & Safira, A. (2018). Religiusitas dan Pengetahuan Terhadap Sikap dan Intensi Konsumen Muslim untuk Membeli Produk Kosmetik Halal. Esensi: Jurnal Bisnis Dan Manajemen, 8(2), 105–114. https://doi.org/10.15408/ess.v8i2.7459
Lee, Y. K. (2017). A comparative study of green purchase intention between korean and chinese consumers: The moderating role of collectivism. Sustainability (Switzerland), 9(10), 1–17. https://doi.org/10.3390/su9101930
Leman, W., & Suriawinata, I. (2018). Pengaruh Struktur Modal , Profitabilitas Dan Sektor Industri Otomotif Yang Terdaftar Di Bei Tahun 2014-2018. 1–20.
Majid, S., Sholahudiin, M., Soepatini, & Kuswati, R. (2023). The Impact of Celebrity Endorsement on Consumer’s Purchase Intention. Management Studies and Entrepreneurship Journal, 4(3), 2591–2600.
Nasir, M., & Yani. (2020). Analisis Pendekatan Internal Dan Eksternal Konsumen Terhadap Keputusan Pembelian Produk Batik Di Kampoeng Batik Laweyan Surakarta. BENEFIT Jurnal Manajemen Dan Bisnis, 19(1), 1–11.
Niswah, F. M. (2018). Hubungan Persepsi dan Religiusitas terhadap Keputusan Pembelian Kosmetik Tanpa Label Halal. Jurnal Middle East and Islamic Studies, 5(1), 47–66.
Nofianti, K. A. (2019). Kesadaran dan Logo Halal: Apakah Menentukan Minat Beli? (Studi pada Praktis Bisnis UMKM di Gresik). Jurnal Produk Dan Penelitian Halal, 2.
Noor et al. (2017). International Journal of Advanced and Applied Sciences Determinants of generation Z green purchase decision : A SEM-PLS approach. International Journal of Advanced and Applied Sciences, 4(11), 143–147.
Nursalam, & Fallis, A. (2021). Teknik Analisis Data PLS. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Oktaviani, B. R., & Estaswara, B. H. (2022). Pengaruh Electronic Word Of Mouth (eWOM) di Media Sosial Twitter @avoskinbeuaty Terhadap Keputusan Pembelian Avoskin. Jurnal Publish (Basic and Applied Research Publication on Communications), 1(1), 10–24. https://doi.org/10.35814/publish.v1i1.3492
Ottman, J. A. (2017). The New Rules of Green marketing. The New Rules of Green Marketing. https://doi.org/10.4324/9781351278683
Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2023). Influencing Green Purchase Intention through Eco Labels and User-Generated Content. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010764
Paramita, N. D., & Yasa, N. N. K. (2015). Sikap dalam Memediasi Hubungan Kesadaran Lingkungan. Jurnal Manajemen Dan Kewirausahaan, 17(2), 177–185. https://doi.org/10.9744/jmk.17.2.177
Putri, N. W. A., Wahyuni, N. M., & Yasa, P. N. S. (2021). The Effect of Attitude in Mediating Environmental Knowledge towards the Purchase Intention of Green Cosmetic Product. Jurnal Ekonomi & Bisnis JAGADITHA, 8(2), 202–208. https://doi.org/10.22225/jj.8.2.2021.202-208
Rahman, M. D. F. (2019). Analisis Eco-label terhadap Minat Beli Konsumen pada Minuman Kemasan. Prosiding Industrial Research Workshop and National Seminar, 10(1), 927–937.
Rahman, N. A., & Jalil, M. H. (2021a). Awareness of the Role of “Religious People” in Environmental Conservation from the Perspective of Islamic Studies Students. Creative Education, 12(08), 1755–1772. https://doi.org/10.4236/ce.2021.128133
Rahman, N. A., & Jalil, M. H. (2021b). Awareness of the Role of “Religious People” in Environmental Conservation from the Perspective of Islamic Studies Students. Creative Education, 12(08), 1755–1772. https://doi.org/10.4236/ce.2021.128133
Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green Brand Image Relation Model, Green Awareness, Green Advertisement, and Ecological Knowledge as Competitive Advantage in Improving Green Purchase Intention and Green Purchase Behavior on Creative Industry Products. Journal of Economics, Business, & Accountancy Ventura, 20(2), 177–186. https://doi.org/10.14414/jebav.v20i2.1126
Rashid, N. R. N. A. (2009). Awareness of Eco-label in Malaysia’s Green Marketing Initiative. International Journal of Business and Management, 4(8). https://doi.org/10.5539/ijbm.v4n8p132
Razalli, M. R., Abdullah, S., & Yusoff, R. Z. (2012). Is Halal Certification Process “ Green ”? The Asian Journal of Technology Management, 5(1), 33–41.
Rumahorbo, H. J., & Soepatini. (2024). Pengaruh Electronic Word of Mouth (eWOM) dan Visual Merchandising terhadap Niat Pembelian Melalui Citra Merek Sebagai …. 4(5), 708–719.
Safari, A., Salehzadeh, R., Panahi, R., & Abolghasemian, S. (2018). Multiple pathways linking environmental knowledge and awareness to employees’ green behavior. Corporate Governance (Bingley), 18(1), 81–103. https://doi.org/10.1108/CG-08-2016-0168
Sanbonmatsu, D. M., & Fazio, R. H. (1990). The Role of Attitudes in Memory-Based Decision Making. Journal of Personality and Social Psychology, 59(4), 614–622. https://doi.org/10.1037/0022-3514.59.4.614
Sekaran, U., & Bougir, R. (2014). International Standard Classification of Occupations (ISCO). In Encyclopedia of Quality of Life and Well-Being Research. https://doi.org/10.1007/978-94-007-0753-5_102084
Setyaningsih, E. D., & Marwansyah, S. (2019). The Effect of Halal Certification and Halal Awareness through Interest in Decisions on Buying Halal Food Products. Syi`ar Iqtishadi : Journal of Islamic Economics, Finance and Banking, 3(1), 65. https://doi.org/10.35448/jiec.v3i1.5515
Shahid, S., Ahmed, F., & Hasan, U. (2018). A qualitative investigation into consumption of halal cosmetic products: the evidence from India. Journal of Islamic Marketing, 9(3), 484–503. https://doi.org/10.1108/JIMA-01-2017-0009
Simanjuntak, M., & Dewantara, M. M. (2014). The Effects of Knowledge, Religiosity Value, and Attitude on Halal Label Reading Behavior of Undergraduate Students. ASEAN Marketing Journal, 6(2). https://doi.org/10.21002/amj.v6i2.4216
Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Suki, N. M., Suki, N. M., & Azman, N. S. (2016). Impacts of Corporate Social Responsibility on the Links Between Green Marketing Awareness and Consumer Purchase Intentions. Procedia Economics and Finance, 37(16), 262–268. https://doi.org/10.1016/s2212-5671(16)30123-x
Suparno, C. (2020). Online purchase intention of halal cosmetics: S-O-R framework application. Journal of Islamic Marketing, 12(9), 1665–1681. https://doi.org/10.1108/JIMA-09-2019-0192
Tamsi, & Fahlevi, R. (2022). Determinants Of Intention To Buy Halal Cosmetic Products Among Generation Y. Management Studies and Entrepreneurship Journal, 3(5), 3036–3047.
Tjiptono, F. (2016). Prinsip - prinsip Total Quality Service (Andi, Ed.).
Tranggono, R., & Latifah, F. (2007). Buku Pegangan Ilmu Pengetahuan Kosmetik. PT. Gramedia Pustaka Media.
Ustaahmetoğlu, E. (2020). The influence of different advertisement messages and levels of religiosity on attitude and purchase intention. International Journal of Islamic and Middle Eastern Finance and Management, 13(2), 339–356. https://doi.org/10.1108/IMEFM-02-2019-0064
Wang, L., Wong, P. P. W., & Alagas, E. (2020). Antecedents of green purchase behaviour: an examination of altruism and environmental knowledge. International Journal Of Culture, Tourism and Hospitality Research, 14, 63–82. https://doi.org/https://doi.org/10.1108/IJCTHR-02-2019-0034
Copyright (c) 2025 Dita Ristiyana, Soepatini Soepatini, Moechammad Nasir
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
