From Indigenous Resource to Market Acceptance: Digital Social Influence and Consumer Heterogeneity in Papua Red Fruit-Based Cosmetics

Purpose of the study: Indigenous botanical resources are increasingly considered potential sources of sustainable cosmetic innovation, yet their market acceptance depends on how consumers perceive product value, credibility, naturalness, and digitally mediated information. Papua Red Fruit (Pandanus conoideus Lam.) represents an underexplored indigenous resource for cosmetic applications. This study examined the factors associated with purchase intention toward Papua Red Fruit-based cosmetics and explored heterogeneity in consumer perception profiles. Materials and Methods: A cross-sectional quantitative study was conducted using an online survey. After data screening, 3,409 valid responses were analyzed. Multiple linear regression examined associations between Digital Social Influence, Market Willingness to Pay, Natural Product Orientation, Trust in Natural Product Claims, Age, and Purchase Intention. K-Means clustering was subsequently applied to the four perception constructs to identify exploratory consumer profiles. Results: The regression model was significant and explained 41.2% of the variance in Purchase Intention (R² = .412, p