From Thinking Eco-Labelling and Green Advertising to Buying Green: The Roles of Consumers' Perceptions

Over the past six years, the cosmetics and personal care industry has experienced an average annual growth rate of 9.67%. This growth has resulted in a new challenge, namely the increasing generation of waste each day. Many companies have responded to this issue by adopting green marketing strategies. The rising public awareness and concern for environmental sustainability and skin health have positioned green marketing as an alternative strategy implemented by producers and marketers. This study aims to: (1) analyze the influence of green packaging and green advertising on purchasing decisions for Love Beauty and Planet products in Malang City; and (2) identify the dominant factors affecting those purchasing decisions. The research was conducted at a shopping center in Malang City using an accidental sampling method, involving 80 respondents who are consumers of Love Beauty and Planet products. Data analysis was performed using the Partial Least Squares (PLS) method. The results indicate that green eco-labeling and green advertising variables have a positive effect on purchasing decisions. Based on the factor loading values, product perception, price affordability, and the appeal of going green are identified as the most dominant indicators influencing purchasing decisions.