Green attributes significantly drive online purchase intention in the vegan skincare market.
Category: Innovation & Markets · Effect: Strong effect · Year: 2025
Consumers in the Indonesian vegan skincare market are more likely to purchase online when products are perceived as green, supported by a positive green brand image, competitive green pricing, and effective green promotion.
Design Takeaway
Integrate authentic green messaging across all elements of the marketing mix (product, price, promotion) and cultivate a strong green brand image to effectively capture the online market share in the vegan skincare sector.
Why It Matters
Understanding the specific drivers of green purchase intention is crucial for businesses operating in niche markets like vegan skincare. This insight helps in tailoring marketing strategies to resonate with environmentally conscious consumers, thereby enhancing online sales and brand loyalty.
Key Finding
All examined green marketing elements—product, brand image, price, and promotion—showed a positive impact on consumers' likelihood to buy vegan skincare online.
Key Findings
- Green product attributes positively influence online purchase intention.
- Green brand image positively influences online purchase intention.
- Green pricing positively influences online purchase intention.
- Green promotion positively influences online purchase intention.
Research Evidence
Aim: To investigate the influence of green product attributes, green brand image, green pricing, and green promotion on online purchase intention within the vegan skincare industry in Indonesia.
Method: Quantitative research using linear regression analysis.
Procedure: A survey was conducted to collect data on consumer perceptions of green attributes and their online purchase intentions. The collected data was then analyzed using linear regression to determine the statistical significance and direction of the relationships between the independent variables (green product, green brand image, green price, green promotion) and the dependent variable (online purchase intention).
Sample Size: 120 participants
Context: Online purchasing behavior in the vegan skincare industry in Indonesia, with a focus on environmentally conscious consumers.
Design Principle
The 'Green Marketing Mix' principle: For environmentally conscious markets, the perceived greenness of product, price, promotion, and place (brand image) are critical drivers of purchase intention.
How to Apply
Conduct market research to identify specific green attributes that resonate most with your target audience and integrate these findings into product development, branding, and promotional campaigns for online sales channels.
Limitations
The study was conducted in a specific geographical context (Indonesia) and focused on a particular product category (vegan skincare), which may limit the generalizability of findings to other markets or industries.
Student Guide (IB Design Technology)
Simple Explanation: If you're selling vegan skincare online in Indonesia, making sure your product, brand, price, and ads all scream 'green' will make people more likely to buy it.
Why This Matters: This research shows how important it is for designers and marketers to understand what makes consumers choose 'green' products, especially in online spaces, which can directly impact the success of a design project.
Critical Thinking: To what extent do cultural differences in environmental awareness impact the effectiveness of 'green' marketing strategies across different regions?
IA-Ready Paragraph: Research in the Indonesian vegan skincare market indicates that green product attributes, brand image, pricing, and promotion significantly influence online purchase intention (Nida & Nurul, 2025). This suggests that for design projects targeting environmentally conscious consumers, a holistic approach to 'green' marketing is essential for driving market adoption and sales.
Project Tips
- When researching consumer behavior, clearly define what 'green' means to your target audience.
- Ensure your data collection methods accurately capture perceptions of green attributes and purchase intentions.
How to Use in IA
- Use this study to justify investigating the influence of specific 'green' marketing elements on consumer choice for your own design project.
- Cite this research when discussing the market appeal of sustainable or ethically produced goods.
Examiner Tips
- Demonstrate an understanding of how market trends, like the demand for sustainable products, can inform design decisions.
- Critically evaluate the transferability of findings from one market context to another.
Independent Variable: ["Green product attributes","Green brand image","Green price","Green promotion"]
Dependent Variable: Online purchase intention
Strengths
- Focuses on a specific, growing market segment (vegan skincare).
- Provides actionable insights for businesses through the marketing mix.
Critical Questions
- How can businesses authentically communicate 'green' credentials without resorting to greenwashing?
- What are the long-term effects of green marketing on brand loyalty beyond initial purchase intention?
Extended Essay Application
- An Extended Essay could explore the cross-cultural applicability of these green marketing drivers in different consumer markets.
- Investigate the role of social media influencers in shaping green purchase intentions for vegan skincare.
Source
Factors Influencing Online Purchase Intention: Evidence From Vegan Skincare Industry in Indonesia · BIO Web of Conferences · 2025 · 10.1051/bioconf/202519703001