Determinan Niat Beli Kosmetik Halal yang Ramah Lingkungan Melalui E-Commerce: Pendekatan UTAUT

Abstract

Advances in digital technology have changed people’s behavior patterns in carrying out various activities, including shopping. E-commerce, as one of the online shopping platforms, offers a variety of conveniences. On the other hand, the cosmetics industry in Indonesia faces issues related to safety and environmental impact. This study aims to analyze the factors influencing the intention to purchase environmentally friendly halal cosmetics via e-commerce among the population of Java, by developing a UTAUT model integrated with halal green awareness, trust, and religiosity. This study employs a quantitative method using primary data obtained through an online questionnaire, yielding 284 respondents. Data analysis was conducted using PLS-SEM (Partial Least Squares-Structural Equation Modeling). The results indicate that trust and religiosity have a positive and significant effect on the intention to purchase environmentally friendly halal cosmetics via e-commerce. Meanwhile, performance expectancy, effort expectancy, social influence, facilitating conditions, and halal green awareness do not influence the intention to purchase environmentally friendly halal cosmetics via e-commerce. These results imply that increasing consumer trust and strengthening religious aspects should be a priority for e-commerce operators and the cosmetics industry in promoting the purchase of eco-friendly halal cosmetics.