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Article

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

1
Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Road, Da’an District, Taipei 106, Taiwan
2
Department of Industrial Engineering, Mercu Buana University, Jakarta 11650, Indonesia
3
Department of Industrial Engineering, Telkom University, Bandung 40257, Indonesia
4
Department of Business Management, Institut Teknologi Sepuluh Nopember (ITS), Surabaya 60111, Indonesia
*
Author to whom correspondence should be addressed.
Sustainability 2018, 10(11), 3922; https://doi.org/10.3390/su10113922
Received: 4 September 2018 / Revised: 8 October 2018 / Accepted: 25 October 2018 / Published: 28 October 2018
(This article belongs to the Special Issue Communicative and Behavioral Interventions to Increase Sustainability)
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. View Full-Text
Keywords: behavioral intention; pro-environmental reasoned action; green skincare; CFA; structural equation modeling (SEM) behavioral intention; pro-environmental reasoned action; green skincare; CFA; structural equation modeling (SEM)
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MDPI and ACS Style

Chin, J.; Jiang, B.C.; Mufidah, I.; Persada, S.F.; Noer, B.A. The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach. Sustainability 2018, 10, 3922. https://doi.org/10.3390/su10113922

AMA Style

Chin J, Jiang BC, Mufidah I, Persada SF, Noer BA. The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach. Sustainability. 2018; 10(11):3922. https://doi.org/10.3390/su10113922

Chicago/Turabian Style

Chin, Jacky, Bernard C. Jiang, Ilma Mufidah, Satria Fadil Persada, and Bustanul Arifin Noer. 2018. "The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach" Sustainability 10, no. 11: 3922. https://doi.org/10.3390/su10113922

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