Intention to Buy Green Cosmetics Products: Application of the Theory of Planned Behavior

The existence of public environmental concern has made many companies, especially cosmetics, try to promote ecological aspects and raised environmental issues as one of their marketing strategies. This study aims to explain the implementation of the theory of planned behavior in determining green buying intention. This study uses purposive sampling technique. The sample used is 150 respondents who never bought green cosmetic products and domiciled in Denpasar City. Data obtained were analyzed by descriptive analysis and PLS. The results of the study found that environmental knowledge and concern has significant impact on attitude. Furthermore, attitude, subjective norm, and perception of behavioral control has significant impact to green purchase intention. This study implies that green cosmetics company needs to focus on potential consumers who have a good knowledge of the environment. Consumers who has environmental knowledge certainly feel concerned and tend to have a positive attitude towards environmentally friendly products. This typical of consumers are not easy to find, companies need to feed them by spreading environmental issues that are a problem of today's society and offer their green products as solution.