Short answer

Integrate authentic green messaging across all elements of the marketing mix (product, price, promotion) and cultivate a strong green brand image to effectively capture the online market share in the vegan skincare sector.

Field: Innovation & Markets
Source: BIO Web of Conferences (2025)
Method: Quantitative research using linear regression analysis.
Sample: 120 participants
Evidence: Strong effect

Consumers in the Indonesian vegan skincare market are more likely to purchase online when products are perceived as green, supported by a positive green brand image, competitive green pricing, and effective green promotion. This innovation & markets research insight is drawn from a 2025 study published in BIO Web of Conferences. Using Quantitative research using linear regression analysis. with 120 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Integrate authentic green messaging across all elements of the marketing mix (product, price, promotion) and cultivate a strong green brand image to effectively capture the online market share in the vegan skincare sector.

Study

Innovation & MarketsNew This WeekStrong effect

Green attributes significantly drive online purchase intention in the vegan skincare market.

BIO Web of Conferences · 2025

Key Findings

01Green product attributes positively influence online purchase intention.
02Green brand image positively influences online purchase intention.
03Green pricing positively influences online purchase intention.
04Green promotion positively influences online purchase intention.

Application

Design takeaway

How to apply

Conduct market research to identify specific green attributes that resonate most with your target audience and integrate these findings into product development, branding, and promotional campaigns for online sales channels.

Project actions

01When researching consumer behavior, clearly define what 'green' means to your target audience.
02Ensure your data collection methods accurately capture perceptions of green attributes and purchase intentions.

Method & Evidence

AimTo investigate the influence of green product attributes, green brand image, green pricing, and green promotion on online purchase intention within the vegan skincare industry in Indonesia.

MethodQuantitative research using linear regression analysis.

ProcedureA survey was conducted to collect data on consumer perceptions of green attributes and their online purchase intentions. The collected data was then analyzed using linear regression to determine the statistical significance and direction of the relationships between the independent variables (green product, green brand image, green price, green promotion) and the dependent variable (online purchase intention).

Sample120 participants

ContextOnline purchasing behavior in the vegan skincare industry in Indonesia, with a focus on environmentally conscious consumers.

Variables

IV["Green product attributes","Green brand image","Green price","Green promotion"]

DVOnline purchase intention

Strengths & Limitations

Strengths

+Focuses on a specific, growing market segment (vegan skincare).
+Provides actionable insights for businesses through the marketing mix.

Limitations

The study's findings might not apply to markets where environmental consciousness is less prevalent or to product categories with different consumer motivations.

Reliability & validity

The use of linear regression suggests a quantitative approach to establishing relationships, but the reliability and validity of the survey instrument itself would be critical for the study's robustness.

Think critically

To what extent do cultural differences in environmental awareness impact the effectiveness of 'green' marketing strategies across different regions?

Design Principles

"The 'Green Marketing Mix' principle: For environmentally conscious markets, the perceived greenness of product, price, promotion, and place (brand image) are critical drivers of purchase intention."

Understanding the specific drivers of green purchase intention is crucial for businesses operating in niche markets like vegan skincare. This insight helps in tailoring marketing strategies to resonate with environmentally conscious consumers, thereby enhancing online sales and brand loyalty.

What This Means for Your Design

If you're selling vegan skincare online in Indonesia, making sure your product, brand, price, and ads all scream 'green' will make people more likely to buy it.

How to use in your project

1.Use this study to justify investigating the influence of specific 'green' marketing elements on consumer choice for your own design project.
2.Cite this research when discussing the market appeal of sustainable or ethically produced goods.

Add to My Project

Quick Cite

Paragraph starter

Research in the Indonesian vegan skincare market indicates that green product attributes, brand image, pricing, and promotion significantly influence online purchase intention (Nida & Nurul, 2025). This suggests that for design projects targeting environmentally conscious consumers, a holistic approach to 'green' marketing is essential for driving market adoption and sales.

Source

BIO Web of Conferences

Factors Influencing Online Purchase Intention: Evidence From Vegan Skincare Industry in Indonesia

journal · 2025

View source

Questions About This Research

What does the research say about green attributes significantly drive online purchase intention in the vegan skincare market?: Integrate authentic green messaging across all elements of the marketing mix (product, price, promotion) and cultivate a strong green brand image to effectively capture the online market share in the vegan skincare sector. Evidence: BIO Web of Conferences (2025).
Why does "Green attributes significantly drive online purchase intention in the vegan skincare market." matter for design?: Understanding the specific drivers of green purchase intention is crucial for businesses operating in niche markets like vegan skincare. This insight helps in tailoring marketing strategies to resonate with environmentally conscious consumers, thereby enhancing online sales and brand loyalty.
How can designers apply this research?: Integrate authentic green messaging across all elements of the marketing mix (product, price, promotion) and cultivate a strong green brand image to effectively capture the online market share in the vegan skincare sector.
What were the main findings?: Green product attributes positively influence online purchase intention.. Green brand image positively influences online purchase intention.. Green pricing positively influences online purchase intention.. Green promotion positively influences online purchase intention.
What research method was used?: Quantitative research using linear regression analysis. with 120 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2025 journal from BIO Web of Conferences.
What should I do differently in my next project?: Conduct market research to identify specific green attributes that resonate most with your target audience and integrate these findings into product development, branding, and promotional campaigns for online sales channels.
What are the limitations?: The study was conducted in a specific geographical context (Indonesia) and focused on a particular product category (vegan skincare), which may limit the generalizability of findings to other markets or industries.