BARRIERS IN PURCHASING GREEN COSMETIC AMONG INDONESIAN WOMEN

• Main Author: Nabilah Kurnia, Sahda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48905
• Institution: Institut Teknologi Bandung

Nowadays, many companies sell products that they claim as 'green' cosmetics to reach public demand and attention. Yet, women are starting to be concerned about green cosmetics because they wonder if it does bring sustainability and worth the claim. This research aims to analyze women's barrier factors in purchasing green cosmetics in Indonesia. This research target population is women who live in Jakarta, and Bandung, ranging from 18- 34 years old, tend to use cosmetics daily and know about green cosmetics in general. The researcher uses a quantitative approach that uses 235 sample sizes and using probability sampling and questionnaire to collect the data. The data was analyzed using SmartPLS 3.0 with confirmatory factor analysis (CFA). The results show that the value barrier, usage barrier, risk barrier, tradition barrier, and image barrier positively influenced the purchase intention of green cosmetics products. The result of this research is intended to help Indonesian green cosmetic brands so that the product can be accepted in the market as well as the society.