Social Media’s Power and Subjective Norms are Predictors of Green Cosmetics Consumption Intention and Behavior

Social media provides a wealth of information on green cosmetic products shared by companies and individuals with experience using these products. However, this information has not successfully encouraged consumers to switch to green cosmetics. Therefore, by considering the influence of consumers’ subjective norms, this study aims to assess how much power social media has in supporting the consumption intention and behavior of green cosmetic products. This study used a purposive sampling method to survey 140 consumers with experience with green products. The data obtained from the questionnaire were analyzed using the partial least square structural equation modeling (PLS-SEM) statistical technique. The results of the analysis show that social media use plays a role in increasing the intention and consumption behavior of green cosmetics. In addition, subjective norms and consumption intentions are also shown to positively and significantly influence green cosmetics consumption behavior. This study provides important insights for the cosmetics industry to further focus their campaigns on social media and carry out environmentally and socially responsible activities. Thus, they can be more effective in raising awareness and encouraging consumers to use green cosmetics.