The Effect of Sustainability in the Beauty Industry to Consumers’ Purchase Intention

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The beauty industry certainly has a promising future due to its significant growth over the past few decades and it is now one of the highest-grossing sectors in the creative industry. Although there have been long-standing issues regarding sustainability since the beginning of its history, recently the market showed high competition since now consumers can opt from one brand to another, as opposed to the fact that a few years before they were only able to buy from beauty conglomerates brands. According to some research, there has been a transformation in beauty consumers' preferences which demand more transparency and responsibility from brands towards social issues as well as the environment. However, high consumerism among individuals is still in existence which leads to the wonder of how truthful it is for consumers to practice sustainability in purchasing beauty products. Following already existing research on sustainability and habitual behavior relating to purchase intention of beauty products, an online survey was conducted to prove how beauty brands’ sustainable practices affect and predict consumers’ purchase intentions in Indonesia. The survey managed to attract respondents of 273 Indonesian beauty consumers. It was revealed that beauty brands’ sustainable behavior does have effects and helps predict consumers’ purchase intention and that consumers prefer to buy sustainable beauty products, although it was not moderated by the consumers' habitual behavior and their income level.