Pengaruh Green Innovation dan Cleaner Production melalui Green Marketing Mix terhadap Sustainability Industri Kosmetik Natural

Abstract

Industri kosmetik natural di Indonesia memiliki potensi pertumbuhan seiring meningkatnya kesadaran konsumen maupun pelaku usaha terhadap keberlanjutan lingkungan serta risiko mikroplastik dari kosmetik konvensional bagi kesehatan maupun lingkungan. Penelitian ini bertujuan menganalisis karakteristik serta pengaruh green innovation, cleaner production, dan green marketing mix terhadap sustainability industri kosmetik natural di Indonesia. Penelitian dilakukan April-Juli 2025, melibatkan pendekatan purposive dan snowball sampling untuk memperoleh pengisian kuesioner oleh 100 responden. Data diolah menggunakan analisis deskriptif serta PLS-SEM. Hasil penelitian menunjukkan green innovation, cleaner production, dan green marketing mix secara langsung berpengaruh positif dan signifikan terhadap sustainability. Green marketing mix secara langsung memiliki pengaruh positif dominan dan signifikan terhadap sustainability. Secara tidak langsung, green marketing mix juga memediasi hubungan cleaner production terhadap sustainability. Temuan ini menyoroti pentingnya integrasi antara green innovation dan cleaner production sebagai penguatan citra positif ramah lingkungan untuk mencapai keberlanjutan industri kosmetik natural.

The natural cosmetics industry in Indonesia demonstrates strong growth potential, driven by rising awareness among consumers and business actors about environmental sustainability and the risks of microplastics from conventional cosmetics to health and the environment. This study aims to analyze the characteristics and influence of green innovation, cleaner production, and green marketing mix on the sustainability of natural cosmetics in Indonesia. The research was conducted from April to July 2025 using purposive and snowball sampling, with 100 respondents completing the questionnaire. Data were analyzed using descriptive analysis and PLS-SEM. Results show that green innovation, cleaner production, and green marketing mix have a direct, positive, and significant effect on sustainability. The green marketing mix has the strongest direct effect and also mediates the impact of cleaner production on sustainability. These findings highlight the importance of integrating green innovation and cleaner production to strengthen a positive green brand image and achieve sustainability in the natural cosmetics industry.