ABSTRACT
Increasing environmental awareness among the public motivates consumers to use green cosmetic products. Green skin care products are the fastest growing sector in the worldwide market compared to other green cosmetic products. However, compared to general cosmetic products, the market share of green cosmetic products in Indonesia is relatively low. The purpose of this study is to investigate consumer purchase intentions for green skin care products in Indonesia. Therefore, this study uses a sample of 200 respondents. The sample in this study was determined by the non-probability sampling method because the total population is not known with certainty. The sampling technique used was purposive sampling with criteria: (1) > 17 years old; (2) had bought the brand. The data analysis technique in this study used is multiple regression analysis. The results of this study indicate that there is a significant influence of independent variables, including environmental awareness, past experience, and social influence on purchase intention.
