The Effect of Altruistic Value and Egoistic Value on Attitude and Purchase Intention Green Cosmetics in Indonesia

Abstract

Indonesia is a developing country that has various environmental problems. Environmental problems in Indonesia include solid waste and pollution of water sources from consumption activities. In addition, in 2020, the Food and Drug Supervisory Agency (BPOM) reported that it had uncovered the circulation of illegal cosmetics of more than Rp. 10 billion in Indonesia. Environmental and illegal cosmetic problems can change the consumption pattern of green cosmetics. In addition, values in consumers can affect consumption patterns, such as attitudes and intentions to buy green cosmetics. Two values that have a very high impact on consumer behavior toward green products and are negatively correlated are altruistic and egoistic values. Therefore, the main objective of this study is to analyze the effect of altruistic and egoistic values on attitudes and purchase intentions of green cosmetics. Sampling was done by purposive sampling with 400 data that can be used. Data analysis was performed using structural equation model analysis (SEM). The results showed that altruistic and egoistic values positively affected attitudes and purchase intentions of green cosmetics. Selfish values have a more significant influence  on attitudes and purchase intentions of green cosmetics than altruistic values. However, egoistic values were found to have more impact on attitudes and purchase intentions of green cosmetics. This research is one of the initial attempts to understand the importance of altruistic and egoistic values related to green cosmetic products in the Indonesian context.