Issue

Vol. 12 No. 1 (2025): June

Date Log

Submitted
27 February 2025
Accepted
4 September 2025
Published
30 June 2025

Copyright (c) 2025 Fauziyah Nur Jamal, Dini Yuniarti, Hayati Mukti Asih, Isma Addi Jumbri, Shaneva Fitria Desta Wibowo (Author)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

From Awareness to Action: How Green Marketing Shapes Purchase Intentions for Sustainable Cosmetics

https://doi.org/10.24252/minds.v12i1.55786
Fauziyah Nur Jamal
Universitas Ahmad Dahlan, Indonesia
Dini Yuniarti
Universitas Ahmad Dahlan, Indonesia
Hayati Mukti Asih
Universitas Ahmad Dahlan, Indonesia
Isma Addi Jumbri
Universiti Teknikal Malaysia Melaka, Malaysia
Shaneva Fitria Desta Wibowo
Universitas Ahmad Dahlan, Indonesia

Corresponding Author(s) : Fauziyah Nur Jamal

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 12 No. 1 (2025): June

Abstract

Green marketing has intensified as cosmetic companies compete to project environmentally responsible identities, yet converting awareness into actual purchase remains uneven. This study examines the influence of environmental attitude, green brand image, and green perceived value on green purchase intention, drawing on survey data from 150 Body Shop consumers in Indonesia and analyzed with SEM-PLS. Results show that environmental attitude does not significantly predict intention, while both green brand image and green perceived value exert positive effects. These findings indicate that credible brand signals and tangible value perceptions act as more immediate drivers of intention than generalized attitudes, refining how the attitude–behavior gap is understood in sustainable consumption. The study contributes by highlighting the primacy of image and value in shaping intention and provides managerial implications for firms to emphasize credible positioning and consumer value rather than relying solely on environmental appeals to stimulate sustainable purchasing.

Keywords

Green Marketing Environmental Attitude Green Brand Image Green Perceived Value Green Purchase Intention
Jamal, F. N., Yuniarti, D., Asih, H. M., Jumbri, I. A., & Wibowo, S. F. D. (2025). From Awareness to Action: How Green Marketing Shapes Purchase Intentions for Sustainable Cosmetics. Jurnal Minds: Manajemen Ide Dan Inspirasi, 12(1), 419–428. https://doi.org/10.24252/minds.v12i1.55786
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Author Biographies

Fauziyah Nur Jamal, Universitas Ahmad Dahlan

Management Department

Dini Yuniarti, Universitas Ahmad Dahlan
Faculty of Economics and Business
Hayati Mukti Asih, Universitas Ahmad Dahlan

Industrial Engineering Department

Isma Addi Jumbri, Universiti Teknikal Malaysia Melaka

Faculty of Technology Management and Technopreneurship

Shaneva Fitria Desta Wibowo, Universitas Ahmad Dahlan
Faculty of Economics and Business
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