Do Women Consider Purchasing Eco-Friendly Beauty Products? An Examination of Personal Motivations and Perceived Social Media Marketing

The study is prompted by the assumption that ecologically responsible beauty products are no longer necessary and helpful things to purchase, but they can raise awareness about environmental stewardship. Women, being the primary users of environmentally friendly beauty products on several fronts, are aware of the cost of environmentally friendly beauty products. On the other hand, the usage of social media as a marketing tool might influence the choice to buy these products. A quantitative technique is used in this investigation. This study included a total of 136 women from Jakarta as participants. SEM-PLS modeling with SmartPLS 4.0 is used for data analysis. Surprisingly, the findings of this study show that, in general, social media marketing has a significant influence in shaping purchasing intentions, subjective standards, and product knowledge. This, however, does not apply to the development of price awareness. Furthermore, the findings of this study show that women’s perceptions of being able to make a good contribution to the environment are a key predictor of their decision to purchase environmentally friendly beauty products. The limitations of this study are the use of genders, specifically women, as participants and the usage of ecologically friendly cosmetic items, which are often not subject to precise product standards. As a result, future study might investigate including these two features.