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


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.

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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. doi: https://doi.org/10.47405/mjssh.v5i8.464.