PERSONALITY AND LIFESTYLE ANALYSIS OF SOCIALLY RESPONSIBLE CONSUMPTION (survey of Customers of The Face Shop Paris van Java Bandung)
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Date
2015-08-19
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2nd International Conference on Business Economics and Social Sciences (ICBESS), Indonesia College of Economics (Sekolah Tinggi Ilmu Ekonomi Indonesia)
Abstract
The growth of cosmetics industry has shown to be improved. It is generally seen from the various types of cosmetics offered. The dominance of foreign products that are green- or environment-friendly in Indonesia is still very strong as seen from the market share which reached 80%, while local products only 20%. This showed not only content and price of the products but also emotional factor of lifestyle and consumption pattern that influence the consumer purchase behavior. The customer personality also influences their purchase which then causes a sense of social responsibility from them toward certain products. Therefore, this study was performed to observe four key issues, e.g., consumer personality, consumer lifestyle, socially responsible consumer consumption, and influence of personality and lifestyle of socially responsible consumption that experienced by the customers of Face Shop mall PVJ-Bandung. It is used descriptive research method or descriptive survey. It aimed to collect 100 respondents from The Face Shop consumer population in the period of one month It used descriptive survey and explanatory survey as the sampling technique. The data analysis technique is conducted by using path analysis. From the data processing and hypothesis testing, it found a significant result between personality and lifestyle toward the socially responsible consumption that experienced by the customers as 70.5%. It means these three variables have a strong correlation on socially responsible consumption, while 29.5% is influenced by other factors. Therefore, the vendors should provide socialization and education to audience about the importance of green cosmetic products since it has more benefits compared to non-green products. This is important because the price offered by a green cosmetic products are usually higher, so that if the product does not provide the higher benefit, the consumer will not repeat their purchase.
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Keywords
Green Products, Green Marketing, Lifestyle, personality, Socially Responsible Consumption