Consumers’ reasonings for intention to purchase natural personal care products in Indonesian market

Figures & data

Figure 1. Proposed research model.

Table 1. Respondents’ demographic

	Demographic	Frequency	Percentage (%)
Gender	Men	83	34.6
	Women	157	65.4
Total		240	100.00
Age group	18–23	83	34.6
	24–29	17	7.1
	30–35	53	22.1
	36–40	11	4.5
	>40	76	31.7
Total		240	100.00
Education level	High school	101	42.1
	Diploma degree	10	4.2
	Bachelor degree	102	42.5
	Master degree	21	8.8
	Doctoral degree	6	2.4
Total		240	100.00
Job status	Student	86	35.8
	Employee	41	17.1
	Entrepreneur	43	17.9
	Housewives	43	17.9
	Other	27	11.3
Total		240	100.00

Table 2. Constructs, items, descriptive statistics, and measurement model results

Constructs and items	FL	CR	AVE
Environmental concerns		0.878	0.643
EC1: I think about the environmental impacts of my PCP when I am shopping	0.810
EC2: The future well-being of the planet is important to me	0.772
EC3: I think that my actions can make a difference to the health of the planet	0.802
EC4: I am a person who cares about the environment	0.822
Health consciousness		0.924	0.803
HC1: I reflect on my health a lot^*)	-
HC2: I’m very self-conscious about my health	0.859
HC3: I’m alert to changes in my health	0.869
HC4: I’m usually aware of my health	0.818
Reasons for consuming natural PCP		0.877	0.641
RF1: Natural PCP contain no additives	0.775
RF2: Natural PCP contain no artificial ingredients	0.802
RF3: Natural PCP are good to my health	0.804
RF4: Natural PCP contain natural ingredients	0.792
RF5: Natural PCP are conveniently available^*)	-
Reasons against consuming natural PCP		0.869	0.743
RA1: I have doubts about “natural” product labeling^*)	-
RA2: I fear that all of the natural products claiming to be natural are not actually natural^*)	-
RA3: It is hard to determine the authenticity of natural PCP	0.802
RA4: It is difficult to confirm if natural PCP are chemical-free	0.833
RA5: It is difficult to confirm if natural PCP contain only natural ingredients	0.845
Attitude towards natural PCP		0.893	0.676
ATT1: Using natural PCP is good	0.827
ATT2: Using natural PCP is pleasant	0.850
ATT3: I have a positive feeling when buying natural PCP	0.849
ATT4: I am interested in knowing more about natural PCP	0.757
Purchase intention		0.914	0.728
PI1: I intend to buy natural PCP in the future	0.848
PI2: I am likely to buy natural PCP	0.885
PI3: Next time I shall need PCP, I will buy a natural one	0.879
PI4: I will buy natural PCP as soon as I run out of the PCP I am currently using	0.798

Note(s): ^*) Item deleted in the validation process; FL: factor loading; CR: composite reliability; AVE: average variance extracted.

Table 3. Heterotrait—monotrait ratio results

	ATT	EC	HC	PI	RA	RF
ATT
EC	0.494
HC	0.418	0.294
PI	0.870	0.533	0.451
RA	0.310	0.072	0.077	0.250
RF	0.647	0.441	0.283	0.572	0.162

Table 4. Hypotheses results

Hypothesis	β values	P values	Results
H1 (+): Attitude towards natural PCP -> Purchase intention	0.747	0.000	Supported
H2a (+): Reasons for consuming natural PCP -> Attitude towards natural PCP	0.406	0.000	Supported
H2b (-): Reasons against consuming natural PCP -> Attitude towards natural PCP	0.206	0.000	Not supported
H3a (+): Environmental concerns -> Reasons for consuming natural PCP	0.337	0.000	Supported
H3b (-): Environmental concerns -> Reasons against consuming natural PCP	−0.074	0.170	Not supported
H4 (+): Environmental concerns -> Attitude towards natural PCP	0.224	0.000	Supported
H5a (+): Health consciousness -> Reasons for consuming natural PCP	0.167	0.002	Supported
H5b (-): Health consciousness -> Reasons against consuming natural PCP	0.081	0.149	Not supported
H6 (+): Health consciousness -> Attitude towards natural PCP	0.188	0.001	Supported

Table 5. Effects of consumer reasons for on attitude towards natural PCP

	Direct effect	Indirect effect	Total effect	VAF (Total effect/ indirect effect)	Result
Environmental concerns -> Reasons for consuming natural PCP -> Attitude towards natural PCP	0.224	0.137	0.361	0.379	Partially mediated
Health consciousness -> Reasons for consuming natural PCP -> Attitude towards natural PCP	0.188	0.068	0.256	0.266	Partially mediated