Analysis of Consumer Value Perceptions on Purchasing Decisions for Environmentally Friendly Skincare Products
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Abstract
The background of this research focuses on the influence of consumer value perception on purchasing decisions for environmentally friendly skincare products in Indonesia. Amid the growing environmental awareness, consumers are increasingly considering the ecological impact of the products they purchase. Therefore, it is crucial to understand how consumer perceptions of product value influence purchasing decisions. The purpose of this study is to analyze the impact of consumer value perception, which includes functional value, emotional value, price value, and social value, on purchasing decisions for environmentally friendly skincare products in Indonesia. The research employs a quantitative approach, with data collected through a questionnaire distributed to 150 respondents. The data were analyzed using multiple linear regression with SPSS software, along with validity, reliability, and classical assumption tests. The results indicate that functional value, emotional value, and price value significantly influence purchasing decisions, while social value does not have a significant effect. The coefficient of determination (R²) is 0.539, meaning that 53.9% of the variation in purchasing decisions can be explained by these four variables. In conclusion, marketing strategies for environmentally friendly skincare products in Indonesia should emphasize tangible benefits, emotional experiences, and competitive pricing, while social value does not play a significant role in purchasing decisions
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How to Cite
Mubarok, D. . and Diniyah Jahro, N. . (2026) “Analysis of Consumer Value Perceptions on Purchasing Decisions for Environmentally Friendly Skincare Products ”, Jurnal Mantik, 9(4), pp. 1334-1343. doi: 10.35335/mantik.v9i4.6946.
References
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Mubarok, D., Adjani, K., Hutama, B. D. R., Mutoffar, M. M., & Indrayani, R. (2025). Big Data Analytics dan Machine Learning untuk Memprediksi Perilaku Konsumen di E-commerce. Jurnal Informatika Dan Rekayasa Elektronik, 8(1), 159–167.
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Mutoffar, M. M., Kuswayati, S., Sumarni, T., Dewi, R. K. S., & Nurjanah, E. (2024). Role of ChatGPT as an innovative tool for data analysis and market trend prediction in business information systems. Jurnal Minfo Polgan, 13(1), 579–587.
Ningrum, N. K., Lukitaningsih, A., & Larasati, I. H. (2022). Pengaruh Persepsi Nilai, Persepsi Pengetahuan Lingkungan Dan Sikap Terhadap Produk Hijau Pada Niat Beli Hijau Konsumen Air Mineral Ades Di Daerah Istimewa Yogyakarta. Jurnal Ilmiah Universitas Batanghari Jambi, 22(1), 16. https://doi.org/10.33087/jiubj.v22i1.1880
Pratiwi, R. T., Nuryatin, A., Prawirasuyasa, W., Suryani, Y., & Agustira, D. (2023). Impact of Economic Literacy and Environmental Literacy on Student Green Consumer Behavior. International Journal of Educational Management and Innovation, 4(3), 194–208. https://doi.org/10.12928/ijemi.v4i3.8679
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Ribeiro, N. G., Añaña, E. da S., & Barbosa, B. (2022). The Influence of Human Values, Environmental Awareness, and Attitudes on the Intention to Purchase Cannabis-Based Skincare Cosmetics. Sustainability, 14(16), 10399. https://doi.org/10.3390/su141610399
Ruslim, T. S., Kartika, Y., & Sari, W. R. (2022). Effect of Environmental Concern, Attitude, Subjective Norms, Perceived Behavioral Control and Availability on Purchase of Green Skincare Products With Intention to Purchase as a Mediation Variable. Jurnal Ilmiah Manajemen Dan Bisnis, 8(1), 120. https://doi.org/10.22441/jimb.v8i1.14499
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Shang, Q., Ma, H., Wang, C., & Gao, L. (2023). Effects of Background Fitting of E-Commerce Live Streaming on Consumers’ Purchase Intentions: A Cognitive-Affective Perspective. Psychology Research and Behavior Management, Volume 16, 149–168. https://doi.org/10.2147/prbm.s393492
Shimul, A. S., & Cheah, I. (2022). Consumers’ Preference for Eco-Friendly Packaged Products: Pride vs Guilt Appeal. Marketing Intelligence & Planning, 41(2), 186–198. https://doi.org/10.1108/mip-05-2022-0197
Tuska, R., Udayana, I. B. N., & Maharani, B. D. (2023). Pengaruh Functional Value, Social Value Dan Emotional Value Terhadap Green Purchase Intention, Dengan Green Trust Sebagai Variabel Intervening (Studi Pada Konsumen Produk Ramah Lingkungan Di Yogyakarta). J-Mas (Jurnal Manajemen Dan Sains), 8(2), 1379. https://doi.org/10.33087/jmas.v8i2.1507
Wang, Y. M., Zaman, H. M. F., & Alvi, A. K. (2022). Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust. Sage Open, 12(2). https://doi.org/10.1177/21582440221102441
Yasik, Y. L., Mutoffar, M. M., & Ginting, J. (2025). The influence of digital marketing interaction on generation z consumer loyalty on local beauty products. Jurnal Mantik, 9(2).
Zameer, H., & Yasmeen, H. (2022). Green Innovation and Environmental Awareness Driven Green Purchase Intentions. Marketing Intelligence & Planning, 40(5), 624–638. https://doi.org/10.1108/mip-12-2021-0457
Cadar, R.-L., Amuza, A., Dumitra?, D. E., Mihai, M., & Pocol, C. B. (2021). Analysing Clusters of Consumers Who Use Medicinal and Aromatic Plant Products. Sustainability, 13(15), 8648. https://doi.org/10.3390/su13158648
Das, M., Saha, V., & Roy, A. (2021). Inspired and Engaged: Decoding MASSTIGE Value in Engagement. International Journal of Consumer Studies, 46(3), 781–802. https://doi.org/10.1111/ijcs.12726
Elrayah, M., Abdelwahed, N. A. A., & Moustafa, M. A. (2023). Understanding the Intention to Purchase and Not to Purchase Organic Food Among Students: Structural Equation Modeling. Journal of Law and Sustainable Development, 11(11), e1709. https://doi.org/10.55908/sdgs.v11i11.1709
Goel, K., & Singh, S. (2023). Consumer Choice Behavior Among Non-Governmental Organizations: Structural Effects of Consumption Values. https://doi.org/10.52783/jier.v3i2.348
Gonçalves, J., Santos, A. R., Kieling, A. P., & Tezza, R. (2022). The Influence of Environmental Engagement in the Decision to Purchase Sustainable Cosmetics: An Analysis Using the Theory of Planned Behavior. Revista De Administração Da Ufsm, 15(3), 541–562. https://doi.org/10.5902/1983465969295
Gwanya, H., Mbuyiswa, A. N., Phokwe, O. J., Gxaba, N., & Manganyi, M. C. (2024). Harnessing the Potential of Helinus Integrifolius in Cosmeceutical Research: Toward Sustainable Natural Cosmetics. Cosmetics, 11(4), 126. https://doi.org/10.3390/cosmetics11040126
Hasanah, A. U., Riana, F., & Toiba, H. (2023). Impact of Green Marketing to Food and Beverages on Purchasing Decisions and Brand Image as a Mediation Variable (Case Study: Millennial Consumers). Habitat, 34(2), 167–177. https://doi.org/10.21776/ub.habitat.2023.034.2.15
Irfany, M. I., Khairunnisa, Y., & Tieman, M. (2023). Factors Influencing Muslim Generation Z Consumers’ Purchase Intention of Environmentally Friendly Halal Cosmetic Products. Journal of Islamic Marketing, 15(1), 221–243. https://doi.org/10.1108/jima-07-2022-0202
K, A. J., & Sia, S. K. (2022). Theory of Planned Behavior in Predicting the Construction of Eco-Friendly Houses. Management of Environmental Quality an International Journal, 33(4), 938–954. https://doi.org/10.1108/meq-10-2021-0249
Li, C., Wang, S., & Tao, J. S. (2020). Diffusion Simulation of Innovative Products Based on Lotka-Volterra. Journal of Contemporary Marketing Science, 3(2), 169–193. https://doi.org/10.1108/jcmars-01-2020-0003
Limbu, Y. B., & Ahamed, A. F. M. J. (2023). What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda. Sustainability, 15(15), 11881. https://doi.org/10.3390/su151511881
Limbu, Y. B., Pham, L., & Nguyen, T. T. T. (2022). Predictors of Green Cosmetics Purchase Intentions Among Young Female Consumers in Vietnam. Sustainability, 14(19), 12599. https://doi.org/10.3390/su141912599
Maharani, B. D., & Purnamarini, T. R. (2022). Aplikasi Theory of Consumption Value Terhadap Intensi Pembelian Produk Ramah Lingkungan. Ecobisma (Jurnal Ekonomi Bisnis Dan Manajemen), 9(2), 103–113. https://doi.org/10.36987/ecobi.v9i2.2448
Mubarok, D., Adjani, K., Hutama, B. D. R., Mutoffar, M. M., & Indrayani, R. (2025). Big Data Analytics dan Machine Learning untuk Memprediksi Perilaku Konsumen di E-commerce. Jurnal Informatika Dan Rekayasa Elektronik, 8(1), 159–167.
Mudzakkir, M. F., & Nurfarida, I. N. (2020). Peran Mediasi Perceived Value Dalam Memediasi Pengaruh Experiental Marketing Terhadap Behavioral Intention (Studi Pada Wisata Wahana Di Kota Batu). Jurnal Studi Manajemen Dan Bisnis, 5(2), 113–121. https://doi.org/10.21107/jsmb.v5i2.6665
Mutoffar, M. M., Kuswayati, S., Sumarni, T., Dewi, R. K. S., & Nurjanah, E. (2024). Role of ChatGPT as an innovative tool for data analysis and market trend prediction in business information systems. Jurnal Minfo Polgan, 13(1), 579–587.
Ningrum, N. K., Lukitaningsih, A., & Larasati, I. H. (2022). Pengaruh Persepsi Nilai, Persepsi Pengetahuan Lingkungan Dan Sikap Terhadap Produk Hijau Pada Niat Beli Hijau Konsumen Air Mineral Ades Di Daerah Istimewa Yogyakarta. Jurnal Ilmiah Universitas Batanghari Jambi, 22(1), 16. https://doi.org/10.33087/jiubj.v22i1.1880
Pratiwi, R. T., Nuryatin, A., Prawirasuyasa, W., Suryani, Y., & Agustira, D. (2023). Impact of Economic Literacy and Environmental Literacy on Student Green Consumer Behavior. International Journal of Educational Management and Innovation, 4(3), 194–208. https://doi.org/10.12928/ijemi.v4i3.8679
Prilutskaya, M. A., Murukina, A. D., & Dashkova, T. (2021). Mechanical Engineering Product Value Design Applying the Value Engineering Method. Matec Web of Conferences, 346, 3038. https://doi.org/10.1051/matecconf/202134603038
Ribeiro, N. G., Añaña, E. da S., & Barbosa, B. (2022). The Influence of Human Values, Environmental Awareness, and Attitudes on the Intention to Purchase Cannabis-Based Skincare Cosmetics. Sustainability, 14(16), 10399. https://doi.org/10.3390/su141610399
Ruslim, T. S., Kartika, Y., & Sari, W. R. (2022). Effect of Environmental Concern, Attitude, Subjective Norms, Perceived Behavioral Control and Availability on Purchase of Green Skincare Products With Intention to Purchase as a Mediation Variable. Jurnal Ilmiah Manajemen Dan Bisnis, 8(1), 120. https://doi.org/10.22441/jimb.v8i1.14499
Setyorini, U., Laratmase, P., Rumefi, U., Ardyansyah, F., & Muttofar, M. M. (n.d.). Analisis Faktor Determinan Customer Satisfaction Produk Keripik Pisang Ngemil Banana Chips.
Shang, Q., Ma, H., Wang, C., & Gao, L. (2023). Effects of Background Fitting of E-Commerce Live Streaming on Consumers’ Purchase Intentions: A Cognitive-Affective Perspective. Psychology Research and Behavior Management, Volume 16, 149–168. https://doi.org/10.2147/prbm.s393492
Shimul, A. S., & Cheah, I. (2022). Consumers’ Preference for Eco-Friendly Packaged Products: Pride vs Guilt Appeal. Marketing Intelligence & Planning, 41(2), 186–198. https://doi.org/10.1108/mip-05-2022-0197
Tuska, R., Udayana, I. B. N., & Maharani, B. D. (2023). Pengaruh Functional Value, Social Value Dan Emotional Value Terhadap Green Purchase Intention, Dengan Green Trust Sebagai Variabel Intervening (Studi Pada Konsumen Produk Ramah Lingkungan Di Yogyakarta). J-Mas (Jurnal Manajemen Dan Sains), 8(2), 1379. https://doi.org/10.33087/jmas.v8i2.1507
Wang, Y. M., Zaman, H. M. F., & Alvi, A. K. (2022). Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust. Sage Open, 12(2). https://doi.org/10.1177/21582440221102441
Yasik, Y. L., Mutoffar, M. M., & Ginting, J. (2025). The influence of digital marketing interaction on generation z consumer loyalty on local beauty products. Jurnal Mantik, 9(2).
Zameer, H., & Yasmeen, H. (2022). Green Innovation and Environmental Awareness Driven Green Purchase Intentions. Marketing Intelligence & Planning, 40(5), 624–638. https://doi.org/10.1108/mip-12-2021-0457
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