The Investigation of Consumers' Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach
The Investigation of Consumers' Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach
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DOI：
10.3390/su10113922
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发表时间：
2018-11-01
期刊：
影响因子：
3.9
通讯作者：
Noer, Bustanul Arifin
中科院分区：
文献类型：
--
作者：
Chin, Jacky;Jiang, Bernard C.;Noer, Bustanul Arifin
社会环境意识的提高促使消费者使用绿色化妆品。与其他绿色化妆品相比，绿色护肤品是全球市场增长最快的部分。但与一般化妆品相比，印尼的绿色化妆品市场占有率较低。本研究调查消费者的购买意向，以绿色护肤产品在印度尼西亚使用亲环境的合理行动（PERA）模型。共有251名女性消费者参与了这项研究。结构方程模型进行揭示PERA模型中的五个因素之间的关系。结果表明，知觉权威支持（PAS）对知觉环境关注（PEC）有显著的正向影响。PAS和PEC对态度和主观规范有正向影响，态度和主观规范对购买绿色护肤品的行为意向有正向影响，其中态度是关键因素。PERA模型能够描述62.6%的BI购买绿色护肤品。建议绿色护肤品公司多生产绿色护肤品，并通过公众人物参与和强调绿色属性来营销产品。此外，我们建议绿色护肤公司采用优质工艺生产优质且可持续的产品，并参与环保活动，以提高消费者对绿色护肤产品的关注。
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.