How Green Products and Promotion Affect Purchase Intention in the skincare Industry?

Abstract This study aims to analyze the influence of green products and promotions on consumer purchase intention in the skincare industry. With consumers increasing attention to sustainability and green products, companies in the skincare industry need to understand how these two factors can influence purchasing decisions. The skincare industry is one of the sectors that increasingly prioritizes the use of natural and environmentally friendly ingredients to meet the demands of an increasingly environmentally conscious market. In this study, the method used was quantitative with an online survey approach. Data was collected by distributing questionnaires using a 6-point Likert scale, respondents who are active consumers of skin care products in Jakarta. Data analysis was conducted using SEM PLS to examine the effect of green products and promotions on purchase intention. The implication of this study is to contribute to the development of green marketing theory by highlighting the importance of green products and appropriate promotional strategies in increasing purchase intention in the skincare industry. The results of this study are expected to provide input to skincare companies in designing marketing strategies that not only attract consumer attention, but also support sustainability and environmentally friendly efforts to strengthen product competitiveness in a market that increasingly prioritizes social and environmental awareness.