Exploring the Mediating Effect of Social Media Perception on Green Beauty Products Purchase Intention: The Evidence from Indonesia

Amidst the growing beauty industry in Indonesia, several local beauty brands have embraced the theme of sustainable beauty or produced environmentally friendly beauty products to reduce pollution impact and pay closer attention to the ingredients used. This research aims to analyze the factors influencing consumers to purchase environmentally friendly beauty products. Based on quantitative data processing using SMART PLS, it was found that there are two main factors that influence consumers' considerations to purchase environmentally friendly beauty products, namely green product knowledge and green perceived value. Furthermore, the perception of social media also mediates the relationship between green product knowledge and green perceived quality towards green beauty products purchase intention. Thus, eco-friendly beauty companies can effectively communicate their environmentally friendly attributes and product value propositions, thereby shaping consumer behavior towards more sustainable choices.