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

Jacky Chin, Bernard C. Jiang, Ilma Mufidah, Satria Fadil Persada and Bustanul Arifin Noer
Additional contact information
Jacky Chin: Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Road, Da’an District, Taipei 106, Taiwan
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
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

Sustainability, 2018, vol. 10, issue 11, 1-15

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.

Keywords: behavioral intention; pro-environmental reasoned action; green skincare; CFA; structural equation modeling (SEM) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (19)

Downloads: (external link)
https://www.mdpi.com/2071-1050/10/11/3922/pdf (application/pdf)
https://www.mdpi.com/2071-1050/10/11/3922/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:10:y:2018:i:11:p:3922-:d:178841

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().