Penelitian ini meneliti bagaimana pengetahuan lingkungan dan tanggung jawab lingkungan memengaruhi niat beli konsumen Gen Z terhadap produk kecantikan melalui kemasan ramah lingkungan dengan rasa antisipatif kebanggaan dan rasa antisipatif bersalah sebagai variabel mediasi. Berdasarkan Signaling Theory dan Anticipated Emotions Theory, penelitian ini mengadaptasi kerangka model Shimul & Cheah (2022) dengan mengintegrasikan mediator afektif untuk menangkap sifat emosional dalam konsumsi produk kecantikan. Data dikumpulkan dari 227 responden Gen Z Indonesia melalui kuesioner daring dan dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM) dengan SmartPLS untuk mengevaluasi hubungan langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa pengetahuan dan tanggung jawab lingkungan secara signifikan meningkatkan niat beli, baik secara langsung maupun melalui emosi antisipatif. Di antara variabel mediasi, kebanggaan memiliki pengaruh yang lebih kuat dibandingkan rasa bersalah, menunjukkan bahwa emosi positif lebih efektif dalam mendorong perilaku berkelanjutan. Temuan ini menegaskan pentingnya komunikasi keberlanjutan berbasis emosi bagi merek kecantikan lokal yang menargetkan konsumen Gen Z.
This study investigates how environmental knowledge and environmental responsibility influence Gen Z consumers’ purchase intention toward beauty products with eco-friendly packaging, with anticipated pride and guilt as mediating factors. Drawing on Signaling Theory and Anticipated Emotions Theory, this research adapts the model Shimul & Cheah (2022) framework by integrating affective mediators to capture the emotional nature of beauty consumption. Data were collected from 227 Indonesian Gen Z respondents through an online questionnaire and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS to evaluate both direct and indirect relationships. The results show that environmental knowledge and responsibility significantly enhance purchase intention both directly and through anticipated emotions. Among the mediators, anticipated pride exerts a stronger influence than guilt, suggesting that positive self-conscious emotions are more effective in motivating sustainable behavior. These findings highlight the importance of emotionally driven sustainability communication for local beauty brands targeting Gen Z consumers.
Kata Kunci : anticipated emotions, pride, guilt, environmental knowledge, environmental responsibility, eco-friendly packaging, Gen Z, purchase intention, beauty industry.
