Consumers’ reasonings for intention to purchase natural personal care products in Indonesian market

Margareth Setiawan, Rosita Widjojo and Doni Purnama Alamsyah

Cogent Business & Management, 2024, vol. 11, issue 1, 2289205

Abstract: This study investigates Indonesian consumers’ intention to purchase natural personal care products (PCP) using behavioral reasoning theory (BRT). Structural equation modelling (SEM) from online survey method is carried out and reveals that environmental concerns and health consciousness are positively related to reasons for consuming natural PCP and to consumer attitudes. Further, consumers’ attitudes towards natural PCP have been proven to positively influence their purchase intention. On the contrary, reasons against consuming natural PCP have no association with health consciousness, environmental concerns, and attitudes. To deepen the research analysis, the mediating effect of reasonings on the relationship between values and attitudes was also considered. However, only reasons for consuming natural PCP have a mediating effect. The results of this study prove that the intention of Indonesian consumers to buy environmentally friendly natural PCP can be increased by using the right strategy. Furthermore, this research reveals the most appropriate promotion and communication strategies to increase this intention.

Date: 2024
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DOI: 10.1080/23311975.2023.2289205

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