Millennials’ Purchase Intention and Its Effect On Purchase Decision of Eco-Friendly Cosmetic Products in Pekanbaru

Abstract

Human awareness in protecting the environment has increased along with global environmental issues. This prompts companies to compete to make and sell green products to customers. This study aims to analyse determinants of consumer purchase intention and its effect on consumer purchase decision. Questionnaire from two hundred (200) respondents consisting of millennials in Pekanbaru have been gathered and analysed. Regression analysis method is used in this study by using validity, reliability and multicollinearity test. The result shows that green knowledge and green attitude do not influence consumer purchase intention significantly. However, environmental concern influences consumer purchase intention while consumer purchase intention influences consumer purchase decision significantly. From the result of this study, it is clear that The Body Shop needs to emphasize to customers on the importance of using eco-friendly products both for the environment and themselves.