FACTORS INFLUENCING CUSTOMER BUYING BEHAVIOR TOWARD ONLINE PERSONAL CARE AND TOILETRIES ENVIRONMENTALLY FRIENDLY PRODUCTS

Environmental issues have risen to the level of a serious problem in today's society. As a result, over the last decade, public awareness about the importance of environmental sustainability has steadily increased as a result of increased media exposure, increased awareness of environmental issues, the impact of major industrial disasters, and the efforts of environmental activist groups. On the other hand, there is little information available about environmentally friendly online purchasing behavior, particularly when it comes to personal care and toiletry products. The purpose of this study is to determine the factors that influence customer online purchasing behavior toward Indonesian personal care and toiletries that are environmentally friendly, as well as to make recommendations for environmentally friendly shops based on the purchasing behavior of its customers. This study employs a quantitative approach, with data collected through an online survey method, and PLS-SEM used to assess the correlations among the variables in the study. It appears that environmental concern, environmental knowledge, and environmental awareness have a favorable impact on online purchasing intentions, as demonstrated by the findings. Environmental knowledge, on the other hand, has a favorable impact on people's online purchase behavior. The findings of this research are expected to benefit the Environmentally Friendly community as well as Environmentally Friendly marketers by increasing their understanding of how to maximize the Environmentally Friendly shop.