| Summary: | The use of the product natural cosmetics is awareness of global warming
and the uncertain fate of planet earth. Natural cosmetics are considered healthier
and more sensitive to our skin and hair because it contains no artificial
preservatives and even the packaging is biodegradable. Ingredients of
natural/organic origin for consumers may play a crucial role in cosmetics
purchase. Using organic food marketing strategies and tailoring these to organic
cosmetics may be an effective approach to increase organic attitudes, awareness,
and future adoption of organic cosmetics behaviors.
The Body Shop Company is one of the pioneers of organic/natural
cosmetic products. The body shop cosmetic consumers are aware of the
importance of using cosmetics that are safe and does not cause long-term effects
on skin.
This study explored the readiness of men and women to adopt organic
cosmetics behaviors. The research involved 250 respondents selected by
purposively sampled. The research uses questionnaires to explore the perception
and purchase intention of respondents using the body Shop products in
Yogyakarta, Indonesia. The findings in this research suggest that purchase
intention is positively influenced by brand awareness, brand association,
government support, price of the product and availability of product.
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