CONSUMER PERCEPTION AND PURCHASE INTBNTIONS TOWARDS ORGANIC COSMETICSA Study of The Body Shop Indonesia

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.