Analysis of the Seaweed Day Cream Product Buying Intention: Theory of Planned Behavior Approach
AbstractSeaweed is one of the abundant and widely used marine resources which has been popular as of the basic materials of cosmetics and skin care, such as day cream. The study aimed to analyze the intention to buy seaweed day cream product manufactured by Bogor Agricultural University (IPB) and sold at Serambi Botani, Indonesia, using the Theory of Planned Behavior approach including attitude, subjective norms, and behavioral control. The data were collected from 400 female students of IPB who were selected randomly as participants and the office staffs of Serambi Botani. Students were asked to fill in the structured questionnaire with self-report methods while the staffs were interviewed about the seaweed day cream product. The findings showed the attitude of students toward seaweed day cream product was identified fair, yet the subjective norms and behavioral control were low. Thus, the majority of IPB students was not interested in buying the product.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).