A Study of Motives in Choosing Natural Cosmetics Among Indonesian Women

  • Sabila Anjani Syahrul School of Business and Management, Bandung Institute of Technology, Indonesia
  • Lidia Mayangsari School of Business and Management, Bandung Institute of Technology, Indonesia
Keywords: choice behaviour, consumption values, natural, natural cosmetic products

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.

Statistics
Abstract views: 3 , PDF downloads: 1

Downloads

Download data is not yet available.

References

Alabi, F. (2018). What Women Really Want from Their Beauty Products. [online] Beauty Packaging. Available At: [accessed 2 May 2020].

Amberg, N. & Fogarassy, C. (2019). Green Consumer Behavior in the Cosmetics Market. Resources, 8(3), 37.  

Battaglia, M. (2011). Encyclopedia of Survey Research Methods: Nonprobability Sampling. Thousand Oaks: Sage Publications, Inc.

Belk, R. (1974). Situational Variables and Consumer Behavior. Journal of Consumer Research, 2(3).

Cheong, H., Lindsten, T. & Thompson, C. (2016). Autophagy and ammonia. Autophagy, 8(1), 122-123.

Damayanthi, A. (2017). Skin Care Review: Sensatia Botanicals ~ Voyage of a Big Girl. [online] Ayudamayanthi.com. Available At: [accessed 2 May 2020].

Dimitrova, V., Kaneva, M. & Gallucci, T. (2009). Customer Knowledge Management in the Natural Cosmetics Industry. Industrial Management & Data Systems, 109(9), 1155-1165. 

Fornell, C. & Larcker, D. F. (1981). Structural Equation Models With Unobservable Variables

Green Choices. (2012). Toiletries & Cosmetics Green Choices. [online] Available At: [accessed 2 May 2020].

Hair, J.f. & Black, W. C. (2009). Multivariate Data Analysis. 7th International Economy And Measurement Error: Algebra and Statistics

Hassan, R. (2018). Impact of Viral Marketing Messages on Consumer Purchase Intention.

Holbrook, M. (1986). “emotion in the Consumption Experience: Toward a New Model of the Human Consumer” in the Role of Affect in Consumer Behavior: Emerging Theories and Applications,. Pp.17-52.

Kilbourne, W., Mcdonagh, P. & Prothero, A. (1997). Sustainable Consumption and the Quality of Life: a Macromarketing Challenge to the Dominant Social Paradigm. Journal of Macromarketing, 17(1), 4-24.

Kushwah, S., Dhir, A., Sagar, M. & Gupta, B. (2019). Determinants of Organic Food Consumption. a Systematic Literature Review on Motives and Barriers. Appetite, 143, 104402.

Laaksonen, M. (1993). Retail Patronage Dynamics: Learning About Daily Shopping Behavior in Contexts of Changing Retail Structures. Journal of Business Research, 28(1-2), 3-174.

Lai, A. (1991). Consumption Situation and Product Knowledge in the Adoption of a New Product. European Journal of Marketing, 25(10), 55-67.

Łopaciuk, A. & Łoboda, M. (2013). Global Beauty Industry Trends in the 21st Century. Management, Knowledge and Learning​,.

Malhotra, N. & Birks, M. (2005). Marketing Research: an Applied Approach. Pearson Education Limited.

Martinko, K. (2017). More Women Are Buying Green Beauty Products. [online] Treehugger. Available At: [accessed 2 May 2020].

Matić, M. & Puh, B. (2016). Consumers’ Purchase Intentions Towards Natural Cosmetics. Ekonomski Vjesnik/econviews-Review of Contemporary Business, Entrepreneurship and Economic Issues, 29(1), 53-64.

Mokhlis, S. and Salleh, H., 2009. Decision-Making Styles of Young Malay, Chinese and Indian Consumers in Malaysia. Asian Social Science, 5(12).

Premium Beauty News. (2018). Multinationals Jump on Natural Cosmetics Bandwagon. [online] Available At: [accessed 2 May 2020].

Rahnama, H. (2017). Effect of Consumption Values on Women’s Choice Behavior Toward Organic Foods: the Case of Organic Yogurt in Iran. Journal of Food Products Marketing, 23(2), 144-166.

Sensatia.com. (2020). Welcome To Sensatia Botanicals - Bali’S Best Natural Skin Care               [online] Available at: [Accessed 27 July 2020].

Sheth, J., Newman, B. & Gross, B. (1991). Why We Buy What We Buy: a Theory of Consumption Values. Journal of Business Research, 22(2), 159-170.

Shin, Y., Im, J., Jung, S. & Severt, K. (2018). Motivations Behind Consumers’ Organic Menu Choices: the Role of Environmental Concern, Social Value, and Health Consciousness. Journal of Quality Assurance in Hospitality & Tourism, 20(1), 107-122.

The Economist. (2012). Busted Trust. [online] Available At: [accessed 2 May 2020].

The Insider Stories. (2020). Indonesia’s Shimmering Cosmetics Industry. [online] Available At: [accessed 2 May 2020]. Using Smartpls. Marketing Bulletin, 24(1), Pp.1-32.

Wong, K. K. K. (2013). Partial Least Squares Structural Equation Modeling (pls-Sem) Techniques

Yoo, J., Divita, L. & Kim, H. (2013). Environmental Awareness on Bamboo Product Purchase Intentions: Do Consumption Values Impact Green Consumption?. International Journal of Fashion Design, Technology and Education, 6(1), 27-34.

Zablocki, B. & Kanter, R. (197. The Differentiation of Life-Styles. Annual Review of Sociology, 2(1), 269-298.

Zinkhan, G. & Carlson, L. (1995). Green Advertising and the Reluctant Consumer. Journal of Advertising, 24(2), 1-6.
Published
2020-08-02
How to Cite
Syahrul, S. and Mayangsari, L. (2020) “A Study of Motives in Choosing Natural Cosmetics Among Indonesian Women”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 5(8), pp. 60 - 71. Available at: https://msocialsciences.com/index.php/mjssh/article/view/464 (Accessed: 5August2020).
Section
Articles