| dc.description.abstract | In today's developed society, people are paying more and more attention to
their health and maintaining their longevity, especially after the Covid-19 pandemic. As
can be seen clearly that what we put inside the body directly or indirectly will have good
or bad effects on the body. Most notably, cosmetics are stuffs that people today are very
interested in across all generations, gender, education or income level.
Besides protecting health, preserving the life of the entire planet has been a
matter of concern for many decades now, particularly with the issue of global warming.
Combining the above two painful problems is the birth of "green" cosmetics.
On the other hand, with the development of health and environmental
awareness, the technology aspect is also growing stronger, specifically social networking.
In particular, it can be obviously seen that the influence of the community on social
networks is one of the factors that control consumers' attitudes and behavior. Taking the
above together, this thesis is developed to analyze the effects of social influence on social
media on motivation and intention to buy green cosmetics.
With the above mission in mind, this research paper was conducted with two
main purposes: identify the direct and indirect connections social influence and the intent
to purchase green cosmetics and explore how social influence, via social media, can
affect customers' attitudes towards buying environment friendly beauty products.
In order to uncover the two main goals of this study, Theory of Planned
Behavior (TPB) was used to develop the framework and analyzed quantitatively. From
the data of 232 people after the interview, it will be run by PLS-SEM method on Smart
PLS 4. Surprisingly, all tested hypotheses are supported.
From the results found in this article, it can be seen as a test of the accuracy
and usefulness of the theory used in the article as well as previous scientific papers.
Furthermore, this study is also considered as a reference source for future studies as well
as reference for managers and businesses to develop strategies to increase their revenue. | en_US |
