Exploring consumer purchase intention towards cruelty-free personal care products in Indonesia

Sustainability and ethical consumption are gaining popularity as key drivers in safeguarding the environmental ecosystem. Cruelty-free products have become a lifestyle choice, supporting personal care and appearance while contributing to environmental preservation. The potential economic for personal care products in Indonesia is enormous, with consistent growth observed. This study examines the factors influencing consumer interest in purchasing cruelty-free personal care products. Our survey involved 326 participants, revealing a significant tendency towards cruelty-free product purchase intention, reaching 73.9%. However, a significant portion of participants, approximately 20.9%, remained undecided or neutral. To identify the influential factors in purchasing cruelty-free products, we expand the theory of planned behaviour (TPB) and employ structural equation modelling (SEM) for analysis. Our findings show that attitude, perceived behavioural control, and subjective norms positively influence the intention to buy cruelty-free products. Moreover, we also observe that hedonism, environmental values, and knowledge play significant roles in shaping attitudes towards cruelty-free purchase intentions. In contrast to previous studies, health and social value do not significantly influence the purchase intentions of cruelty-free products. These findings offer valuable perspectives for various stakeholders to enhance the awareness of cruelty-free products in Indonesia.