Environmentally Cosmetics Claim: The Role of Corporate Credibility and Mindfulness as Moderation
Ansari A. Syahafin (a*), Bayu Aji Aritejo(b)

a) Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada Jalan Sosio Humaniora No. 1, Bulaksumur, Yogyakarta 55281, Indonesia. *ansariasyahafin[at]mail.ugm.ac.id
b) Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada Jalan Sosio Humaniora No. 1, Bulaksumur, Yogyakarta 55281, Indonesia

Abstract

The cosmetics industry has undergone a significant transition as a result of the growing concern for sustainability and environmental impact. The reason for this trend is because cosmetics that appear green are perceived by consumers as brands with minimal environmental damage and manageable health risks and are considered safe. However, the high number of false green claims makes consumers skeptically and negative towards brands with green claims. This study aims to explore whether corporate credibility will lead consumers to purchase brands that claim to be environmentally friendly on a recurring basis. The theories used to predict hypotheses are theory of consumption value, credibility theory, and self-regulation theory. The research method uses quantitative with explanatory descriptive statistical research design. Using an online survey and purposive sampling, the respondents of this study were someone who bought and used cosmetics that claimed to be environmentally friendly in the last 6 months. This research uses Structural Equation Modeling-Partial Least Squares (SEM-PLS). This research is designed to expand the application of theory of consumption value, credibility theory and self-regulation theory in the context of consumer behavioral intentions when deciding to make repeat purchases.

Keywords: Brand attitude- Corporate credibility- Mindfulness- Perceived green value- Repurchase intention

Topic: Marketing management