An innovation resistance theory perspective on purchase of eco-friendly cosmetics |
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| Institution: | 1. Department of Biomedical Engineering, National Cheng Kung University, Tainan, Taiwan, ROC;2. No.1, Sec. 1, Syuecheng Rd., Dashu Dist., Kaohsiung City 84001, Taiwan, ROC;1. Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Kampar, Malaysia;2. Faculty of Business and Information Science, UCSI University, Kuala Lumpur, Malaysia;1. Technology and Innovation Management, University of Kassel, Nora-Platiel-Str. 4, 34109 Kassel, Germany;2. Technology and Innovation Management, Saarland University, Faculty of Human and Business Sciences, P.O. 15 11 50, 66041 Saarbrücken, Germany |
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| 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. |
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| Keywords: | Consumer resistance Eco-friendly cosmetic Innovation resistance theory Purchase intention |
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