How Consumption Values Influence Green Cosmetic Purchase Intention: The Mediating Role of Theory of Planned Behavior Constructs

Abstract

This study examines the effect of Consumption Value on Green Cosmetic Purchase Intention through the mediating roles of Attitude, Subjective Norm, and Perceived Behavioral Control among Generation Z consumers. A quantitative survey was conducted involving Generation Z consumers in South Tangerang who had previously used green cosmetics. Data were collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that Consumption Value positively influences Attitude, Subjective Norm, and Perceived Behavioral Control. These three constructs subsequently enhance Green Cosmetic Purchase Intention, with Perceived Behavioral Control emerging as the strongest mediating mechanism linking Consumption Value to purchase intention. The results demonstrate that integrating Consumption Value Theory and the Theory of Planned Behavior provides a more comprehensive explanation of green cosmetic purchasing behavior among Generation Z. The study also offers practical implications for marketers in designing sustainable marketing strategies that strengthen consumers' perceived value and encourage environmentally responsible purchasing decisions.