Green Marketing Mix, Entrepreneurial Cognition, dan Green Innovation untuk Sustainability pada Industri Kosmetik Natural

Abstract

Industri kosmetik natural di Indonesia tumbuh pesat seiring kesadaran konsumen akan produk yang aman dan ramah lingkungan meningkat. Namun, masih menghadapi tantangan, seperti dominasi produk asing serta tingginya limbah kemasan plastik. Penelitian bertujuan menganalisis pengaruh green marketing mix (GMM), entrepreneurial cognition (EC), dan green innovation (GI) terhadap sustainability (SU) pada industri kosmetik natural di Indonesia. Penelitian dilakukan dari bulan April – Juli 2025 menggunakan pendekatan kuantitatif dengan 100 pelaku usaha kosmetik natural di Indonesia melalui purposive dan snowball sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis menggunakan SEM-PLS. Hasil menunjukkan bahwa GMM, EC, dan GI berpengaruh signifikan dan positif terhadap SU dengan green marketing mix menjadi variabel paling dominan serta ketiganya memiliki keterkaitan hubungan dalam meningkatkan SU. Temuan ini menegaskan pentingnya strategi yang terintegrasi antara ketiga variabel serta memberikan implikasi praktis bagi usaha kosmetik dalam mengembangkan model bisnis kompetitif dan berkelanjutan

The natural cosmetics industry in Indonesia is growing rapidly as consumer awareness of safe and environmentally friendly products increases. However, it still faces challenges, such as the dominance of foreign products and high plastic packaging waste. This research aims to analyze the influence of green marketing mix (GMM), entrepreneurial cognition (EC), and green innovation (GI) on sustainability (SU) in the natural cosmetics industry in Indonesia. The research was conducted from April to July 2025 using a quantitative approach involving 100 natural cosmetics entrepreneurs in Indonesia through purposive and snowball sampling. Data were collected using questionnaires and analyzed using SEM-PLS. The results show that GMM, EC, and GI have a significant and positive effect on SU, with the green marketing mix being the most dominant variable, and all three are interconnected in enhancing SU. This finding emphasizes the importance of an integrated strategy among the three variables and provides practical implications for cosmetic businesses in developing a competitive and sustainable business model.