The Effect of Push, Pull, and Mooring Factors on Customers’ Switching Intention to Green Cosmetics

Abstract

Nowadays, consumption patterns concern consumers since they have negative impacts on environmental sustainability. Marketers have conducted some efforts to create eco-friendly products. This condition has caused research into green marketing to grow significantly. Various studies have been conducted to examine consumers' behavior intentions toward green products. However, the theory applied to explain the phenomenon still has the potential to be developed. Thus, in this study, the researchers examine the consumers' switching intention from conventional cosmetics to green cosmetics, by applying the migration theory and the push-pull-mooring framework. The push factors are explained by the dissatisfaction variable and the low-quality variable. The alternative attractiveness variable explains the pull factor. Meanwhile, the mooring factors are explained by variety-seeking and the unfavorable subjective norm variables. PLS-SEM is used to analyze 198 consumers of conventional cosmetics. The results indicate that the pull factor is the main factor that supports the consumers' switching intention to green cosmetics, and the second is the push factor. Furthermore, the mooring factors are proven to moderate the effect of the pull factor on consumers' switching intention. On the other hand, the mooring factors are not shown to moderate the influence of the push factors on the consumers' switching intention.

Author Biographies

Asri Sekar Mawar Firdausi, Universitas Gadjah Mada

Firdausi, Asri Sekar Mawar, is lecturer of marketing management in The Faculty of Economics and Business, Universitas Pembangunan Nasional “Veteran” Yogyakarta. She earned her M.Sc. (2021) in Marketing Management from Universitas Gadjah Mada, and her S.M. (2018) in Management from Universitas Sebelas Maret. Her research interests are green marketing and halal tourism management. She has a publication in Jurnal Bisnis Strategi (peer-reviewed journal) and other ongoing international publication.

Author’s contact detail:

Faculty of Economics and Business, Universitas Pembangunan Nasional “Veteran” Yogyakarta (JL. SWK Lingkar Utara, No. 104, Condongcatur, 55283, Ngropoh, Condongcatur, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta 55281)

Basu Swastha Dharmmesta, Universitas Gadjah Mada

Dharmmesta, Basu S. is Professor of Marketing at the Department of Management in The Faculty of Economics, Universitas Gadjah Mada. He earned his BSc (1073) and DRS (1976) in Business Administration from Universitas Gadjah Mada, his MBA (1984) in Marketing and Finance from Northwestern State University of Louisiana, USA, his PhD (1992) in Marketing from The University of Strathclyde, Scotland, UK. His research interests are marketing and consumer behavior. He has many publications in various national and international journals, and published sixteen books.

 

Author's contact:

Faculty of Economics and Business, Universitas Gadjah Mada.Jalan Sosiohumaniora, Bulaksumur, Yogyakarta.

References

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Published
2023-09-05
How to Cite
Firdausi, A. S. M., & Dharmmesta, B. S. (2023). The Effect of Push, Pull, and Mooring Factors on Customers’ Switching Intention to Green Cosmetics. Gadjah Mada International Journal of Business, 25(3), 327-354. Retrieved from https://dev.journal.ugm.ac.id/v3/gamaijb/article/view/15823