How Does the Marketing Mix Influence Green Purchase Intention Among Personal Care and Cosmetics Customers

The cosmetics industry has grown rapidly in many countries including in Asian countries. Green Purchase intention is the mainstream of the global cosmetics industry especially for those brands that are practicing environmental practices. Thus, many business operations have been executing marketing mix strategy as part of their marketing strategy to help companies to aim the target customers in the marketplace. However, some business operators were not properly executing the strategy, resulting in the newly released products failing to appeal to the target market. Therefore, the main objective of this study was to explore the relationship between the type of marketing mix strategy (product, price, place, promotion) and green purchase intention among beauty cosmetic customers. The respondents of the study were chosen by purposive sampling technique where only customers that are purchasing green cosmetic brands were chosen. To collect the data, a questionnaire was developed from the process of adoption and adaptation of a few sets of questionnaires from previous research papers. A set of questionnaires was distributed online through WhatsApp platform and a total of 105 respondents who were using beauty cosmetic products had participated in this study. It was then analyzed by using Cronbach’s Alpha in order to measure its reliability and also SPSS for the statistical analysis of the collected data. From the analysis, the results indicated that only one independent variable, price, has a significant relationship with purchase intention among beauty cosmetic customers. Theoretical and practical implications were discussed to provide insights for future research in this area.