WHEN GREEN PERSPECTIVE PLAY A ROLE IN BEAUTY PRODUCTS THROUGH ONLINE SHOPPING DURING COVID-19 ERA

Abstract

Purpose – The purpose of this study focuses on the influence of green perspectives which are Environmental Knowledge, Peer Influence, and Green Packaging to buy beauty products in mediating on Green Purchase Intention towards Green Purchase Behavior through online shopping in this COVID-19 era. Design/Methodology/Approach – This study uses KMO to test validity in the pilot study and Smart-PLS to test the inferential analysis. The researcher is using an online questionnaire to collect all the data surveys to process the research. This study uses a purposive and snowballing method. There are 267 respondents, only 222 respondents who pass the screening question. Findings -- This study found that environmental knowledge, peer influence, and green packaging significantly influence green purchase intention. Also, environmental knowledge, peer influence, and green purchase intention significantly influence green purchase behavior. However, green packaging does not have a significant influence on green purchase behavior. Originality/value – The author believes that studies on green perspectives (environmental knowledge, peer influence, green packaging, green purchase behavior) by mediating on green purchase intention for buying beauty products through online shopping during the COVID-19 era have never been carried out by previous research.