A Study Towards Barriers of Organic Personal Care Consumption Among Indonesian Young Woman
In recent decades, consumers begin shifting in the use of healthy products, since people are starting to become aware of the adverse effects caused by synthetic chemicals for health. Several studies that show the global demand for organic products has risen annually, including organic personal care, that has become an inevitable trend. While women are willing to pay more on organic personal care brands, they have doubts about issues related to the ingredients of brands that promise to be all organic. This study aims to measure the influences between barriers towards organic personal care consumption among 400 young women in Jabodetabek and Bandung with the use of Innovation Resistance Theory (IRT). The research was conducted using questionnaires and analyzed using Confirmatory Factor Analysis, with SmartPLS Software. The results indicate that usage barrier, value barrier, tradition barrier have positively and significantly affected organic personal care products consumption, except for risk barriers and image barriers which have insignificant effects. These findings might be useful to create business strategies for organic personal care SMEs in Indonesia, by taking more attention towards the indicator aspect on usage barriers, value barriers and tradition barriers.
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