The Interplay of Green Marketing, Green Attitude, Environmental Consciousness, and Cultural Tightness in Shaping Green Cosmetic Purchase Decisions
The Interplay of Green Marketing, Green Attitude, Environmental Consciousness, and Cultural Tightness in Shaping Green Cosmetic Purchase Decisions

Summary/Abstract: This study aims to investigate environmental consciousness, while using cultural tightness acting as an intervening variable, green marketing, and green attitude, and consumer purchase decisions. The hypotheses are examined using structural equation modelling to identify both direct and indirect relationships between green marketing, green attitude, and environmental consciousness, as well as their influence on consumer purchase decisions through the mediating role of cultural tightness. The study comprised 400 Java and Sumatra users of green cosmetics ranging in age from sixteen to forty-five. The study reveals that purchasing decisions are significantly shaped by green marketing, environmental consciousness, green attitudes and cultural tightness. While cultural tightness serves as a mediating variable, it only partially supports the driver of environmental consciousness, green marketing efforts, and green attitudes on buying decisions. Managerial insight from this research compels businesses to improve their green marketing communications by means of openness, encouragement of pleasant consumer experiences connected with green products, and consumer education to their advantage.

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