Barriers in Purchasing Green Cosmetic Products Among Indonesian Women

Lidia Mayangsari,Sahda Nabilah Kurnia

doi:10.47405/mjssh.v5i8.465

Lidia Mayangsari, Sahda Nabilah Kurnia

Open Access

https://doi.org/10.47405/mjssh.v5i8.465

Copy DOI

Abstract

   Nowadays, many companies sell products that they claim as 'green' cosmetics to reach public demand and attention. Yet, women are starting to be concerned about green cosmetics because they wonder if it does bring sustainability and worth the claim. This research aims to analyze women's barrier factors in purchasing green cosmetics in Indonesia. This research target population is women who live in Jakarta, and Bandung, ranging from 18-34 years old, tend to use cosmetics daily and know about green cosmetics in general. The researcher uses a quantitative approach that uses 235 sample sizes and using probability sampling and questionnaire to collect the data. The data was analyzed using SmartPLS 3.0 with confirmatory factor analysis (CFA). The results show that the value barrier, usage barrier, risk barrier, tradition barrier, and image barrier positively influenced the purchase intention of green cosmetics products. The findings of this study can help green cosmetics brands in Indonesia sell their products to be accepted in the market.  

Highlights

Cosmetic is defined as a substance to enhance or to improve the internal and external appearance of the body (Sharma, Gadiya and Dhanawat, 2020)
UB1 There is a little ability for choice green cosmetic products for consumption
Confirmatory Factor Analysis method has been used in this research, and the result shows that all the barriers are positively influenced by purchase intention

Summary

Introduction

Cosmetic is defined as a substance to enhance or to improve the internal and external appearance of the body (Sharma, Gadiya and Dhanawat, 2020). Females who aged 18-34 years old are starting to worry with the ingredients content in their cosmetic product when they want to buy a particular skincare for their consumption (Martinko, 2017). They are already acknowledging the risk of using cosmetics that contain chemical ingredients that have a negative impact on their health. There are already several local green cosmetics, which are new players in Indonesia who supervise and pay attention to the entire process of making their products so that they do not have a negative impact on the environment (Harpers Bazaar, 2017)

Objectives

Methods

Results

Conclusion