This study investigates the factors influencing the intention to purchase environmentally friendly products, focusing on eco-friendly body lotions and similar plant-based personal care products in Jakarta. As consumer awareness of sustainability grows, companies are innovating in green marketing, emphasizing responsibly sourced natural ingredients, recycled packaging, and ethical practices. Using a quantitative approach, data were collected through questionnaires from 124 loyal customers in Jakarta, and analyzed with SEM-PLS. The study examines the effects of environmental concern, green trust, and green pricing on purchase intentions, moderated by social influence and green positioning. Results reveal that environmental concern does not significantly influence purchase intentions, while green trust and green pricing have a positive and significant impact. Green positioning moderates the relationships between environmental concern, green trust, and green pricing on purchase intentions. Conducted in collaboration with Universiti Sains Malaysia, this research contributes to strategic marketing literature by highlighting the role of green positioning in promoting environmentally friendly products.
Harwani et al. (Mon,) studied this question.