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The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach

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  • Jacky Chin

    (Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Road, Da’an District, Taipei 106, Taiwan
    Department of Industrial Engineering, Mercu Buana University, Jakarta 11650, Indonesia)

  • Bernard C. Jiang

    (Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Road, Da’an District, Taipei 106, Taiwan)

  • Ilma Mufidah

    (Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Road, Da’an District, Taipei 106, Taiwan
    Department of Industrial Engineering, Telkom University, Bandung 40257, Indonesia)

  • Satria Fadil Persada

    (Department of Business Management, Institut Teknologi Sepuluh Nopember (ITS), Surabaya 60111, Indonesia)

  • Bustanul Arifin Noer

    (Department of Business Management, Institut Teknologi Sepuluh Nopember (ITS), Surabaya 60111, Indonesia)

Abstract

Increasing environmental awareness among societies is motivating consumers to use green cosmetic products. Green skincare products are the fastest growing sector in the worldwide market compared with other green cosmetic products. However, compared with general cosmetic products, the market share of green cosmetic products in Indonesia is relatively low. The present research investigated consumers’ purchasing intentions toward green skincare products in Indonesia using the pro-environmental reasoned action (PERA) model. A total of 251 female consumers participated in this study. Structural equation modeling was conducted to reveal the relationships between the five factors in the PERA model. The results indicated that perceived authority support (PAS) has a positive effect on perceived environmental concern (PEC). PAS and PEC have positive effects on attitude (AT) and subjective norms (SN), and AT and SN have positive effects on behavioral intention (BI) to purchase green skincare products, with the key factor being attitude. The PERA model was able to describe 62.6% of the BI to purchase green skincare products. Green skincare companies are recommended to produce more green skincare products and market the products by involving public figures and emphasizing the green attributes. Furthermore, we recommend that green skincare companies produce quality and sustainable products using quality processes, and be involved in pro-environmental activity to increase consumer attention to the green skincare products.

Suggested Citation

  • Jacky Chin & Bernard C. Jiang & Ilma Mufidah & Satria Fadil Persada & Bustanul Arifin Noer, 2018. "The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach," Sustainability, MDPI, vol. 10(11), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:11:p:3922-:d:178841
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