Issue

Vol. 13 No. 1 (2026): June

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Submitted
6 November 2025
Accepted
4 May 2026
Published
4 May 2026

Copyright (c) 2026 Evaf Maulina Eva, Dewi Endah Fajariana (Author)

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

Gen Z’s Eco-Beauty Buying Behavior: Exploring the Mediating Role of Word-Of-Mouth Communication

https://doi.org/10.24252/minds.v13i1.62494
Evaf Maulina
Sekolah Tinggi Penerbangan Aviasi, Indonesia
Dewi Endah Fajariana
Sekolah Tinggi Penerbangan Aviasi, Indonesia

Corresponding Author(s) : Evaf Maulina

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 13 No. 1 (2026): June

Abstract

Integrating Value-Belief-Norm (VBN) and Self-Perception Theory, this research examines the behavioral dynamics of Indonesian Generation Z consumers toward eco-friendly beauty products. Employing a predictive-exploratory approach with PLS-SEM analysis on 221 respondents, the findings reveal that product quality and brand image do not directly dominate purchase decisions. Instead, their influence is strongly mediated by Word-of-Mouth (WOM). The results indicate a significant paradigm shift: for Gen Z, WOM is not merely an information channel but a vital tool for identity validation. By sharing experiences, consumers engage in self-observation that reinforces their self-concept as ethical individuals. Methodologically, rigorous HTMT and VIF testing ensure the robustness of these findings. In conclusion, eco-beauty products now function as instruments of social signaling, where tangible product effectiveness triggers purchase commitment more effectively than abstract environmental claims. WOM acts as the primary catalyst, crystallizing loyalty through the reinforcement of the consumer's green identity within the digital ecosystem.

Keywords

Generation Z’s Eco-Beauty Buying Purchase Decision Word of Mouth Communication Product Quality Brand Image
Maulina, E., & Fajariana, D. E. (2026). Gen Z’s Eco-Beauty Buying Behavior: Exploring the Mediating Role of Word-Of-Mouth Communication . Jurnal Minds: Manajemen Ide Dan Inspirasi, 13(1), 159–170. https://doi.org/10.24252/minds.v13i1.62494
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Author Biographies

Evaf Maulina, Sekolah Tinggi Penerbangan Aviasi

Management Department

Dewi Endah Fajariana, Sekolah Tinggi Penerbangan Aviasi

Management Department

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