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

Author

Listed:
  • Margareth Setiawan
  • Rosita Widjojo
  • Doni Purnama Alamsyah

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.

Suggested Citation

  • Margareth Setiawan & Rosita Widjojo & Doni Purnama Alamsyah, 2024. "Consumers’ reasonings for intention to purchase natural personal care products in Indonesian market," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2289205-228, December.
    • Handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2289205
    DOI: 10.1080/23311975.2023.2289205
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