A Study of Motives in Choosing Natural Cosmetics Among Indonesian Women

Abstract


 
 
 Due to its stable yet continuous growth, the beauty industry has intensely diversified both its marketing and managerial orientation toward consumer demands. The growth is in response to customer trends towards healthier lifestyles, where women aged within the range of 18 and 34 are concerned regarding the ingredients of the beauty products they purchase when it comes to selecting a specific cosmetic product. This study aims to measure the influence between consumption value (functional value, social value, conditional value, epistemic value, and emotional value) on motives in choosing natural cosmetics among 243 Indonesian Women specifically in Jabodetabek and Bandung. This research is conducted by questionnaire and analyzed using Confirmatory Factor Analysis in SmartPLS Software. The result of this research indicates that functional value, conditional value, epistemic value, and emotional value have positively influenced motives in choosing natural cosmetic products, where social value negatively influences motives in choosing natural cosmetics products. In applying the results of this research into marketing planning, natural cosmetics SMEs in Indonesia are advised to consider incorporating consumption values such as functional values, emotional values, conditional values, and epistemic values associated with the marketing of the product itself.
 
 

Organic Personal Care Cosmetics: Behavior of Choice and Consumption

“…Organic or environmentally friendly products are mainly products defined as non-hazardous to natural resources and renewable. They can basically be used without harming the environment (Syahrul, Mayangsari, 2020;Lin et al, 2018). Organic and natural cosmetics show qualitative similarity into formulations; however they are quantitative different.…”

“…Today, the healthier way of living trends does affect the rising consumer's interest and perception in products containing natural substances, including cosmetic products (Matic, Puh, 2016;Syahrul, Mayangsari, 2020). Young people who are more open towards innovation are more likely to purchase organic cosmetics (Kaliyadan et al, 2020;Kapoor et al, 2019).…”

“…Many studies have tried to discover what factors can affect sustainable consumption behavior (Rizkalla, Erhan, 2020). To understand consumer choice behavior, it is important to recognize how consumers make decisions, and the criteria used to choose the selected product over another (Syahrul, Mayangsari, 2020). Several studies undertaken on the purchasing behavior towards organic cosmetics found that ecoawareness, environmental knowledge, and health concerns are the main factors influencing purchasing of such types of cosmetics (Akter et al, 2020;Rizkalla, Erhan, 2020;Kaliyadan et al, 2020;Kapoor et al, 2019;Nguyen et al, 2019;Ghazali et al, 2017).…”

“…Study conducted by Joshi (2015) also showed that high price negatively influences green purchase intention and behavior. However, some studies showed that conscious educated, wealthy people are willing to pay extra, since they consider conserving both their own health and the environment an important factor (Syahrul, Mayangsari, 2020;Amberg, Fogarasy, 2019;Kapoor et al, 2019). Another inhibitor towards organic cosmetics is the lack of information about the ingredients of the product (Kapoor et al, 2019).…”

“…The ecological cosmetic market is expanding all over the world (Akter, Islam, 2020). To overcome consumer demand as well as the regulators, various companies and producers are beginning to design, develop and sell natural and organic cosmetics products (Syahrul, Mayangsari, 2020). Despite targeting long-term profitability and environment-friendly sustainability, there is a need to understand consumers' demographics such as age, gender, income, and others before deciding to use green cosmetics (Kapoor et al, 2019).…”