Sherry Adelia Natsir
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Research Subjects
Research Interests
Sherry Adelia Natsir has a total of 4 co-authors. Here are the top co-authors by number of shared publications:
- Aiko Takai
Professional Graduate School of Global and Community Management, University of Fukui, Fukui 910-8507, Japan
1 shared publication - Eunji Seo
Hiroshima University
1 shared publication - Gang-Hoon Seo
The Faculty of Commercial Sciences, Hiroshima Shudo University, Hiroshima 731-3195, Japan
1 shared publication - Jaewook Kim
Graduate School of Humanities and Social Sciences, Hiroshima University, 1-1-89 Higashi-Senda-machi, Naka-ku, Hiroshima 730-0053, Japan
1 shared publication
Latest Publications
- Open Access
- 18 August 2025
- Published by MDPI AG in Sustainability
- Vol. 17 (16) , 7466
How Awareness of Organic JAS and RSPO Labels Influences Japanese Consumers’ Willingness to Pay More for Organic Cosmetics
This study examines how Japanese consumers’ awareness of multiple eco-labels, specifically Organic JAS and RSPO, affects their willingness to pay more for eco-labeled cosmetic products. Drawing on the Theory of Planned Behavior (TPB) and Signaling Theory, this study models the interaction between awareness of these two eco-labels and their influence on organic cosmetic buying intentions. Using statistical analysis of survey data from 505 Japanese consumers, the findings reveal that heightened awareness of the Organic JAS label significantly increases the willingness to pay more for eco-labeled cosmetics. However, when awareness of the RSPO label is also present, the positive effect of Organic JAS awareness diminishes, indicating that multiple eco-label signals may interfere with each other. These results underscore the complexity of consumer perceptions regarding eco-labels and suggest that the effectiveness of eco-labels as green marketing tools depends not only on raising awareness but also on understanding how different labels interact to influence consumers’ willingness to pay in the Japanese cosmetics market.
- 18 August 2025
- Published by MDPI AG in Sustainability
- Vol. 17 (16) , 7466
Open AccessHow Awareness of Organic JAS and RSPO Labels Influences Japanese Consumers’ Willingness to Pay More for Organic Cosmetics
This study examines how Japanese consumers’ awareness of multiple eco-labels, specifically Organic JAS and RSPO, affects their willingness to pay more for eco-labeled cosmetic products. Drawing on the Theory of Planned Behavior (TPB) and Signaling Theory, this study models the interaction between awareness of these two eco-labels and their influence on organic cosmetic buying intentions. Using statistical analysis of survey data from 505 Japanese consumers, the findings reveal that heightened awareness of the Organic JAS label significantly increases the willingness to pay more for eco-labeled cosmetics. However, when awareness of the RSPO label is also present, the positive effect of Organic JAS awareness diminishes, indicating that multiple eco-label signals may interfere with each other. These results underscore the complexity of consumer perceptions regarding eco-labels and suggest that the effectiveness of eco-labels as green marketing tools depends not only on raising awareness but also on understanding how different labels interact to influence consumers’ willingness to pay in the Japanese cosmetics market.