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.
Highlights
Environmental issues have increasingly become a part of public concern over the past few decades [1], motivating consumers to purchase green products
All the average variance extracted (AVE) scores were acceptable (Table 2), shown by scores above 0.5, which indicated the acceptable average percentage of variance extracted among items of the specific construct [41,57,63]
We suggest that companies focus more on green programs and green marketing to promote the benefit of green skincare products, and combine these programs with other factors to enrich their marketing strategy
Summary
Environmental issues have increasingly become a part of public concern over the past few decades [1], motivating consumers to purchase green products. Few companies are capable of implementing green strategy in their organization. Many companies implemented the green concept as piece meal because of vague and varying definitions of “green” that have led to different interpretations among practitioners [4,6]. Companies have to implement environmentally friendly initiatives into their activities to embrace the opportunities. The companies that implement environmentally friendly initiatives are able to increase consumer purchasing intention toward green products and support the global trend to protect the environment [4,8]
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