Sustainable Consumption in Indonesian Beauty Industry: The Impact of Social Media Marketing on Green Beauty Product Repurchase

Indonesia’s local beauty industry is undergoing rapid expansion. However, it currently grapples with significant environmental challenges as Indonesia becomes the world-second largest plastic waste with beauty industry as the main producer. This study investigates the influence of social media marketing on repurchase intention of green local beauty products among Indonesian female consumers. Examining the mediating roles of attitude and subjective norm, this study also examines the moderating role of green awareness. A quantitative approach was employed using a crosssectional survey distributed to 362 respondents and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that social media marketing significantly enhances consumers’ attitude and subjective norm which in turn positively influence repurchase intention. Attitude emerged as the strongest predictor, while green awareness strengthened the relationships between psychological factors and behaviour. These findings underscore the role of social media in promoting sustainable consumption by shaping attitude and subjective norm, offering practical guidance for Indonesian beauty brands to boost engagement and encourage green repurchasing through digital marketing.