Factors Influencing Online Purchase Intention: Evidence From Vegan Skincare Industry in Indonesia

This study examines the factors influencing green purchase intention in the context of vegan skincare. Furthermore, this study investigates how green products, green brand image, green price, and green promotion influence green purchase intention. A total of 120 valid responses from vegan skincare consumers in Indonesia were examined using linear regression. The results revealed that green products, green brand image, green price, and green promotion have a positive and significant influence on online purchase intention. These findings highlight the importance of developing authentic and transparent green marketing strategies through the marketing mix (product, price, promotion) and brand image to strengthen consumer trust and drive online purchase intentions. It can be useful for vegan skincare businesses in Indonesia to increase their online sales by the consumers, particularly Gen Z.