The Eco-Beauty Movement: A Deep Dive into Millennial Green Cosmetic Purchase

Green cosmetics are already rife in the market, but unfortunately, green cosmetics enthusiast is only about 25%. Many factors influence consumer decisions in buying green cosmetics, such as the quality offered, the influence of various media, and the culture of green living which is currently a trend to support Earth's actions. This study aims to see how product quality, cultural changes, and social influences can influence millennials’ purchasing decisions on green cosmetic products. This research is exploratory quantitative research with millennials as a population. The age range for the sample is 15-45 years old. The sampling technique used unaccident sampling with the Lemeshow formula and found 197 respondents because the population number was unknown. Data collection techniques and questionnaires were analysed using the warpPLS tool. The result showed that product quality did not significantly affect the purchase decision of green cosmetics. All product quality indicators have high criteria, and this is because consumers have skepticism about green cosmetic products, especially the price issue. Green products are still synonymous with products with high prices, while Indonesian people's incomes still tend to be low. On the other hand, the highest buying decisions are influenced by social influence, especially by influencers on social media. Today's consumers find it easier to trust what they encounter on social media, as well as easier to trust influencers they trust. This study finds greenwashing as another reason people are still not interested in green cosmetics products.