An innovation resistance theory perspective on purchase of eco-friendly cosmetics

Mohd Sadiq, Mohd Adil and Justin Paul

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: This study investigates the reasons for consumer resistance towards purchase of eco-friendly cosmetic products using the innovation resistance theory. Thus we extend the theory by exploring the moderating roles of environmental concern and health concern. An online survey method was used to collect the data from 350 consumers through Amazon Mechanical Turk. The findings reveal that all the barriers are significant inhibitors towards adoption of eco-friendly cosmetic products. Among these barriers, tradition and image barriers have the strongest inhibitory force on consumers' purchase intentions. However, environmental concern among consumers indicates that the negative influence of value and image barriers reduce consumers’ intention to purchase eco-friendly items, while health concern reduces the influence of tradition and risk barriers. The study findings have far reaching implications for scholars, cosmetic manufacturers, and retailers.

Keywords: Consumer resistance; Eco-friendly cosmetic; Innovation resistance theory; Purchase intention (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (30)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313771

DOI: 10.1016/j.jretconser.2020.102369

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