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An innovation resistance theory perspective on purchase of eco-friendly cosmetics
Sadiq, M. Adil, Mohd. Paul, Justin
Sadiq, M.
Adil, Mohd.
Paul, Justin
Author
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.
Keywords
Consumer resistance, Eco-friendly cosmetic, Innovation resistance theory, Purchase intention
Date
2021
Type
Journal article
Journal
Book
Volume
59
Issue
Page Range
1-12
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
Event URL
Open Access Status
Open access
License
All rights reserved
File Access
Controlled
Notes
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