Faktor-Faktor yang Memengaruhi Perilaku Pembelian Hijau pada Kosmetik Halal PT Paragon Technology and Innovation

Dwita Azzahra; Muhammad Anwar Fathoni

doi:10.32678/tsarwah.v11i1.12690

Authors

Dwita Azzahra Universitas Pembangunan Nasional Veteran Jakarta
Muhammad Anwar Fathoni Universitas Pembangunan Nasional Veteran Jakarta

DOI:

https://doi.org/10.32678/tsarwah.v11i1.12690

Keywords:

environmental knowledge,, green purchase behavior,, halal cosmetics,, religiosity,, subjective norm

Abstract

Indonesia faces serious problems in waste management, including from the rapidly growing cosmetics sector with its use of environmentally unfriendly packaging. This condition exacerbates the burden on the environment while encouraging consumers to pay more attention to sustainability aspects in their purchasing behavior. PT Paragon Technology and Innovation, as one of the leading halal cosmetics manufacturers in Indonesia, is committed to responding to these challenges through environmentally friendly products and social responsibility programs. Therefore, this study aims to analyze the influence of subjective norms, green purchasing attitudes, environmental knowledge, and religiosity on the green purchasing behavior of consumers of PT Paragon's halal cosmetic products. The method used is quantitative with SEM-PLS analysis techniques, using primary data from questionnaires distributed to 140 consumers of PT Paragon's halal cosmetic products. The results of the study indicate that subjective norms and green purchasing attitudes have a positive and significant effect on green purchasing behavior, while environmental knowledge and religiosity do not have a significant effect. These findings indicate the importance of sustainability communication strategies and strengthening the image of halal cosmetic products to reinforce the influence of these two variables in the future.

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