Understanding female consumers repurchase intention toward green local beauty products in Indonesia: The roles of motivations and attitude

Abstract

The increasing adoption of green local beauty products in Indonesia reflects growing consumer awareness of environmental sustainability and personal well-being. However, maintaining consumers' repurchase intention remains a challenge due to various psychological and behavioral factors. This study aims to examine the influence of altruistic motivation and egoistic motivation on repurchase intention toward green local beauty products through the mediating role of attitude. Drawing upon the Theory of Planned Behavior and the Stimulus-Organism-Response framework, a quantitative approach was employed using survey data collected from 362 Indonesian female consumers. The data were analyzed using Partial Least Squares Structural Equation Modeling. The results indicate that both altruistic and egoistic motivations positively influence attitude, which in turn significantly enhances consumers' repurchase intention. Furthermore, attitude significantly mediates the relationships between both motivations and repurchase intention. These findings suggest that both environmental concerns and personal benefit considerations contribute to consumers' repurchase intention through the formation of favorable attitudes toward green local beauty products. The study contributes to the green consumption literature by providing empirical evidence on the psychological mechanisms underlying repurchase intention and offers practical insights for green beauty brands seeking to strengthen consumer retention through green marketing strategies.