Antecedents Attitude Towards Purchasing of Green Cosmetic Products Among Women in JABODETABEK

There has been a surge in the phenomenon of global warming that is primarily linked to urban waste, as highlighted by WWF (2020) which reported that a staggering 80% of waste is attributed to beauty product packaging. In response to this pressing issue, the Government of Indonesia has introduced the Indonesia Clean Waste 2025 initiative, which is founded upon Presidential Decree No.97 of 2017. The recognition of the critical waste dilemma has sparked a heightened interest among the populace in environmental concerns, leading to the rise of a trend towards sustainability in the beauty industry. This trend has prompted beauty cosmetics manufacturers to pivot towards developing eco-friendly cosmetic products and sustainable beauty solutions in order to address the escalating waste problem and promote environmental conservation.

The surge in global warming, partly attributed to urban waste, underscores the urgent need for climate action. With focusing on reducing waste from beauty product packaging and promoting environmental conservation, the initiative aligns with efforts to mitigate the impacts of climate change and promote sustainable development. By encouraging the beauty industry to develop eco-friendly cosmetic products and sustainable solutions, the initiative contributes to reducing waste generation and promoting more sustainable consumption patterns.

Keywords: SDG 12( waste recycling), SDG 13(Climate Action)