Exploring consumer purchase intention towards cruelty-free personal care products in Indonesia

IF 3.7 Q2 ENVIRONMENTAL SCIENCES Cleaner and Responsible Consumption Pub Date : 2023-09-28 DOI:10.1016/j.clrc.2023.100136
Firdia Rizky Amalia, Agus Darmawan
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Abstract

Sustainability and ethical consumption are gaining popularity as key drivers in safeguarding the environmental ecosystem. Cruelty-free products have become a lifestyle choice, supporting personal care and appearance while contributing to environmental preservation. The potential economic for personal care products in Indonesia is enormous, with consistent growth observed. This study examines the factors influencing consumer interest in purchasing cruelty-free personal care products. Our survey involved 326 participants, revealing a significant tendency towards cruelty-free product purchase intention, reaching 73.9%. However, a significant portion of participants, approximately 20.9%, remained undecided or neutral. To identify the influential factors in purchasing cruelty-free products, we expand the theory of planned behaviour (TPB) and employ structural equation modelling (SEM) for analysis. Our findings show that attitude, perceived behavioural control, and subjective norms positively influence the intention to buy cruelty-free products. Moreover, we also observe that hedonism, environmental values, and knowledge play significant roles in shaping attitudes towards cruelty-free purchase intentions. In contrast to previous studies, health and social value do not significantly influence the purchase intentions of cruelty-free products. These findings offer valuable perspectives for various stakeholders to enhance the awareness of cruelty-free products in Indonesia.

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探讨印尼消费者对无虐待个人护理产品的购买意愿
可持续性和道德消费作为保护环境生态系统的关键驱动因素越来越受欢迎。无虐待产品已成为一种生活方式选择,支持个人护理和外观,同时有助于环境保护。印尼个人护理产品的潜在经济潜力巨大,且持续增长。本研究考察了影响消费者购买无虐待个人护理产品兴趣的因素。我们的调查涉及326名参与者,显示出无虐待产品购买意愿的显著趋势,达到73.9%。然而,仍有相当一部分参与者(约20.9%)犹豫不决或持中立态度。为了确定购买无虐待产品的影响因素,我们扩展了计划行为理论,并采用结构方程模型进行分析。我们的研究结果表明,态度、感知的行为控制和主观规范对购买无虐待产品的意图产生了积极影响。此外,我们还观察到,享乐主义、环境价值观和知识在塑造人们对无虐待购买意图的态度方面发挥着重要作用。与之前的研究相反,健康和社会价值对无虐待产品的购买意愿没有显著影响。这些发现为各利益攸关方提高印度尼西亚对无虐待产品的认识提供了宝贵的视角。
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来源期刊
Cleaner and Responsible Consumption
Cleaner and Responsible Consumption Social Sciences-Social Sciences (miscellaneous)
CiteScore
4.70
自引率
0.00%
发文量
40
审稿时长
99 days
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