The Effect of Green Marketing Mix Towards the Green Cosmetic Product Purchasing with the Mediating Role of Consumer Self-Efficacy (S/O 14620)

• Main Author: Mohamad, Mawaddah
• Format: Monograph
• Language: English
• Published: UUM 2021
• Subjects: HC Economic History and Conditions
• Online Access: https://repo.uum.edu.my/id/eprint/31535/1/14620.pdf; https://repo.uum.edu.my/id/eprint/31535/

Green cosmetic product has emerged and customers began to exploit the green cosmetic as they consider their health and to avoid the risk of applied chemical product. Scholars argued that adoption of green product influenced by green marketing concept. To understand to what extend customer self-efficacy play a role in connecting the Marketing Mix and purchase intention, this study aims to examine the mediating effect of consumer Self-efficacy on the relationship between Green Marketing Mix which consist of 4Ps elements; Green Product (GProduct), Green Price (GPrice), Green Place (GPlace), and Green Promotion (GPromo) and the intention to purchase Green Cosmetic Product (GCP). Employed a survey method, a total of 268 students from Universiti Utara Malasyia participated in this study. Using partial least square path modelling approach, the results suggest that Self-efficacy mediate the relationship between GPrice, GPlace, GPromo on purchase intention. Through the Self-efficacy enhacement, the element of price, place and promotion were significantly affect purchase intention. Whilst, the relationship between GProduct and purchase intention is not mediated by Self-efficacy. Thus, this implies that eventhough customers believe the GCP are safe and have many benefits, but yet could not increase their Self-efficacy which has possible to continue with the purchasing. This study has expand the Marketing Mix and Self-efficacy theory in the form of understanding the green element that contribute on purchase intention