Stay or Switch: How Usage Barriers Influence Consumer Transition to Green Skincare Products in Indonesia Using Push-Pull-Mooring Framework

Green skincare products have become a significant global phenomenon, but the dominance of conventional skincare products in Indonesia faces immense challenges in adopting environmentally friendly products. Previous research explored consumer intentions to switch to green skincare products. However, there must be a critical gap in understanding the factors influencing the behavior of transitioning from conventional skincare products to green skincare products, primarily related to the barriers to adoption consumers face. This study aims to analyze the influence of motivator, pull, and inhibit factors on the intention and behavior of Indonesian consumers in switching to green skincare products. This study uses the Push-Pull-Mooring (PPM) framework as its conceptual framework. The survey was conducted online in various significant regions in Indonesia. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method showed the validity value of 219 respondents. The results showed no significant social influences in encouraging Indonesian consumers to switch to green skincare products, while health and environmental benefits had a considerable influence. High price barriers to use, limited availability, and lack of information substantially inhibit consumer intent and weaken the positive influence of health and environmental benefits. Barriers to use do not moderate social influence on switching intentions, and consumer intentions to switch did not prove to be strong predictors of actual behavior. These findings highlight the importance of education strategies emphasizing health and environmental benefits and the need to address barriers to using green skincare products and encourage their use more effectively in Indonesia.