An innovation resistance theory perspective on purchase of eco-friendly cosmetics

Journal article

Sadiq, M., Adil, Mohd. and Paul, Justin. (2021). An innovation resistance theory perspective on purchase of eco-friendly cosmetics. Journal of Retailing and Consumer Services. 59, pp. 1-12. https://doi.org/10.1016/j.jretconser.2020.102369
AuthorsSadiq, M., Adil, Mohd. and Paul, Justin
Abstract

This study investigates the reasons for consumer resistance towards purchase of eco-friendly cosmetic products using the innovation resistance theory. Thus we extend the theory by exploring the moderating roles of environmental concern and health concern. An online survey method was used to collect the data from 350 consumers through Amazon Mechanical Turk. The findings reveal that all the barriers are significant inhibitors towards adoption of eco-friendly cosmetic products. Among these barriers, tradition and image barriers have the strongest inhibitory force on consumers’ purchase intentions. However, environmental concern among consumers indicates that the negative influence of value and image barriers reduce consumers’ intention to purchase eco-friendly items, while health concern reduces the influence of tradition and risk barriers. The study findings have far reaching implications for scholars, cosmetic manufacturers, and retailers.

KeywordsConsumer resistance; Eco-friendly cosmetic; Innovation resistance theory; Purchase intention
Year01 Jan 2021
JournalJournal of Retailing and Consumer Services
Journal citation59, pp. 1-12
PublisherElsevier Ltd. (UK)
ISSN0969-6989
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jretconser.2020.102369
Web address (URL)https://www.sciencedirect.com/science/article/pii/S0969698920313771?via%3Dihub
Open accessOpen access
Research or scholarlyResearch
Page range1-12
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online19 Nov 2020
Publication process dates
Accepted04 Nov 2020
Deposited27 Jun 2024
Additional information

© 2020 Elsevier Ltd. All rights reserved.

Place of publicationUnited Kingdom
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