What are the reasons for consumers’ non-adoption of shampoo bars?

Abstract

This study investigated barriers inhibiting consumers from adopting shampoo bars. The research model was modified based on prior research by Sadiq et al. (2020), which utilized the innovation resistance theory model developed by Ram & Sheth (1989) that describes functional and psychological barriers for innovation adoption. The data were collected through an online survey from 443 respondents via social media; these respondents were over 18 years old and lived in Finland. The survey sample was analyzed using multiple linear regression method to test the hypotheses. The two open-ended questions of the survey were analyzed using a simple thematic analysis. According to the data analysis results, the research model explained 75,8% of the variation in shampoo bar purchase intention, with the tradition barrier showing the strongest contribution, followed by the image barrier. Additionally, the thematic analysis identified functional barriers, such as usability and performance, as possible adoption barriers. The findings of this study suggest that marketing strategies should consider consumers' hesitance to switch their habits in choosing a shampoo product as well as their skepticism and negative image of shampoo bars. Organizations should utilize positive early adopter experiences, emphasize shampoo bars’ ecological and health benefits, improve accessibility, and address usability concerns. These efforts could further help reducing consumer uncertainties and enhance the adoption of shampoo bars. The limitations of this study include its narrow focus on a single product and the over-representation of female respondents and those from Southern Finland. Additionally, the research model required the exclusion of certain questions from the multiple linear regression analysis to increase the reliability of the results.