A R TI CLE

Asia-Pacific Management
and Business Application
12 (2) 169-196
Green Cosmetıcs And Generatıon Z In Indonesıa: ©UB 2023
University of Brawijaya
The Role Of The IMB Model In Predıctıng Malang, Indonesia
Purchase Intentıon http://apmba.ub.ac.id

Andikaa*
Nadiab
Della Nanda Luthfianac
Fikri Budi Auliad

a,b,c,d
Faculty of Economics and Business, Janabadra University, Yogyakarta, Indonesia

Abstract
The development of green cosmetics is considered a transformative step that supports
sustainability issues and environmental protection. Furthermore, Generation Z, which is the
largest population segment in Indonesia, shows a positive response and concern for
sustainability issues. However, a deeper understanding is needed to identify Generation Z's
interests in green cosmetics. This is important considering that Generation Z is often seen as a
reactionary digital society and is susceptible to being influenced by viral trends in society or on
social media, as revealed in several previous studies. This research uses a theoretical framework
from the Information-Motivation-Behavioral Skills (IMB) model. Through questionnaires on
online survye, data from 264 Generation Z respondents in Indonesia are collected. This data
was then analyzed using Descriptive Statistics and Structural Equation Modeling (SEM). The
results of the analysis show that product knowledge significantly influences Generation Z's
purchase intention. Self-efficacy acts as a mediator between knowledge and purchase intention.
In addition, attitudes towards green cosmetics do not directly influence purchase intentions;
self-efficacy becomes the bridge connecting attitudes and purchase intentions. The relationship
between subjective norms and purchase intention is proven significant, with self-efficacy as the
mediator. Meanwhile, although environmental awareness influences purchase intentions, self-
efficacy does not mediate this relationship. The IMB model provides a deep understanding of
what motivates Generation Z in Indonesia to choose green cosmetics. These findings have
significant implications for marketers in promoting green cosmetics to strengthen the self-
efficacy of Generation Z consumers in understanding their products.

Keywords: Green cosmetics; Generation Z; IMB model; Purchase intention; Self-efficacy.

DOI: 10.21776/ub.apmba.2023.012.02.3

*Corresponding author Email: andika@janabadra.ac.id P-ISSN : 2252-8997

Asia-Pacific Management and Business Application, 12, 2 (2023): 169-196 E-ISSN: 2615-2010