Assessing the Impact of Customer Attitudes on the Purchase of Eco-Friendly Perfume

Consumer awareness of environmental issues is increasing rapidly, encouraging preferences for environmentally friendly products, including perfumes made from natural ingredients. Manufacturers are responding by adopting environmentally friendly practices, replacing synthetic chemicals with natural ingredients, and increasing production efficiency. This research aims to analyze the influence of environmental awareness on purchasing decisions for environmentally friendly perfume, as well as considering other factors such as price, brand and quality, to help the perfume industry meet consumer demand and support environmental sustainability. The research method used in this research is a quantitative method, with data processing using IBM SPSS statistical software. The research results show that Consumer attitudes have a significant effect on intentions purchasing environmentally friendly perfume. This suggests that many consumers want to contribute positively to environmental protection, and purchasing eco-friendly perfume gives them a way to participate in this global issue. Therefore, companies are expected to build an environmentally friendly brand identity that is easy to understand so that consumers can easily differentiate the benefits of using environmentally friendly products over other brands.