INVESTIGATING THE FACTORS AFFECTING CONSUMERS’ GREEN PURCHASE BEHAVIOR ON NATURAL COSMETICS ( A CASE STUDY OF THE BODY SHOP IN PRESIDENT UNIVERSITY )

Abstract

The objective of this research is to investigate the impact of Environmental consciousness, Health Consciousness, Appearance consciousness, Social Influence and Attitude on Green Behavior of The Body Shop natural cosmetics. This is quantitative research and uses primary data through questionnaire of 180 respondents. Respondents for this research were the students of President University, Cikarang, Bekasi who have ever purchased The body shop beauty natural cosmetics. The data in this research are analyzed by Statistical Package for the Social Sciences (SPSS) and used binomial logistic regression in answer the hypothesis. The results of this research have been shown that all variables which are: Environmental Consciousness, Health Consciousness, Appearance Consciousness, Social Influence and Attitude have significant influence on Green Behavior of The Body Shop natural cosmetics.