Environmental Knowledge, Consumer Attitudes and Price Sensitivity towards Green Purchase Intention of Green Skincare Products

Abstract: Due to the life style change of consumers and rising consensus of environmental sustainability, and the 2030 Agenda for Sustainable Development, adopted by all United Nations members in 2015, created 17 world Sustainable Development Goals (SDGs). Therefore, green consumption is not only the slogan anymore, the communities start taking actions since then. The topics like sustainable environmental knowledge, green consumption behavior and the concept of circular economy have gained more attention. Therefore, this study aims to fill the influence of environmental knowledge, consumer attitudes, and price sensitivity towards purchase intention for green skincare products. This study examines five critical dimensions: environmental knowledge, the usability of green skincare products, price sensitivity, consumer attitudes, and green purchase intention of green products. The study utilizes statistics software SPSS 22.0 to conduct descriptive statistics, Reliability Analysis, Factor Analysis, Independent Sample T-test, ANOVA, Pearson's correlation analysis and Regression Analysis. The findings indicate all examined dimensions demonstrate a positive and significant correlation as revealed by Pearson's correlation and regression analysis.

Keywords: Environmental Knowledge, Consumer Attitudes, Price Sensitivity, Green Purchase Intention

JEL Classification Number: F31, F41