MEASURING THE SWITCHING FACTORS THAT CONTRIBUTE TO CONSUMERS’ USE OF GREEN SKINCARE CLEANSERS

• Main Author: Azzahra, Syifa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57229
• Institution: Institut Teknologi Bandung

Skincare usage has become a lifestyle for people of various ages, genders, and cultures. However, the increasing demand and supply of skincare products has caused environmental issues with a total of 75.2 millions of metric tons of total solid waste generated yearly from conventional skincare products worldwide. Moreover, the creation of conventional skincare products perform harmful experimentation on animals, destroys marine life, causes air pollution, and conducts excessive exploitation of resources. Therefore, both producers and consumers have shifted their interest towards a more environmentally friendly option, namely green skincare which has been steadily growing in the global market. However, there has not been a significant shift towards using green skincare products due to the reason that consumers are uncertain that green skincare products can outperform conventional skincare products in terms of its functionality and benefits towards the consumer. The main purpose of creating a skincare product is to serve the skin which translates to the need for companies to prioritize the consumer when creating a skincare product, not just the environment. Therefore, the focus of this research study is to measure the switching factors to green skincare use, specifically the cleanser in comparison with a conventional skincare cleanser, by allocating the consumer to be the primary focus, not the environment. This research study analyses how much product price, product reviews, and product benefits contribute to consumers’ use of green skincare, specifically the cleanser, by using the Multiple Regression Analysis (MLR) to process the quantitative survey data of 200 samples.