From attitude to action: Exploring the pathway to purchase organic skincare products

Sonia Minocha; Animesh Singh

doi:10.31893/multirev.2024211

Keywords:

consumer behaviour

health consciousness

environmental consciousness

appearance consciousness

Abstract

Assessing consumer attitudes towards organic skincare products is crucial in today’s competitive market. As people become more conscious of synthetic substances, animal suffering, and environmental impacts, the appeal of organic skincare is greater than ever. This paper investigates how consumer attitudes regarding organic skin care products translate into purchase intentions and subsequent shopping behaviour. This research emphasises the impact of health, environment, and appearance consciousness on customer attitudes towards organic skin care products. This study investigated the influence of experience and subjective standards in regulating the relationship between purchase intention and purchase conduct. The data were collected by random sampling. There were 498 valid replies to the survey. The Hayes process approach, psychometric characteristics, and hypothesis testing addressed the study’s research concerns. SPSS 25 and AMOS 22 were used to analyse the data. According to the study, health, environmental, and appearance consciousness are precursors to attitudes towards organic skin care products. When an attitude is created, it is converted into a buying intention, which leads to actual behaviour. Past experience has a substantial moderating impact on purchasing intention and behaviour. On the other hand, subjective norms fail to moderate the same relationship. The limitations and future scope of the study are discussed further in the paper’s body.
References
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Minocha, S., & Singh, A. (2024). From attitude to action: Exploring the pathway to purchase organic skincare products. Multidisciplinary Reviews, 7(9), 2024211. https://doi.org/10.31893/multirev.2024211

[1] Ahmad, S. N. B., & Omar, A. (2018). Influence of perceived value and personal values on consumers repurchase intention of natural beauty product. International Journal of Supply Chain Management, 7(2), 116-125.

[2] Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 64(5), 796-822.

[3] Ahn, J., & Shamim, A. (2023). The role of consciousness in sustainable food consumption: a cultural comparison. Social Responsibility Journal, 19(7), 1263-1275.

[4] Ajzen, I. (1980). Understanding attitudes and predictiing social behavior. Englewood cliffs.

[5] Akter, S., & Islam, M. S. (2020). Factors influencing the attitude of women towards purchasing green products: An explorative case study of organic cosmetics in Sweden. Journal of Consumer Sciences.

[6] Amberg, N., & Fogarassy, C. (2019). Green consumer behavior in the cosmetics market. Resources, 8(3), 137.

[7] Annunziata, A., & Pascale, P. (2009). Consumers' behaviours and attitudes toward healthy food products: The case of Organic and Functional foods (No. 698-2016-47803).

[8] Bazzani, C., Capitello, R., Ricci, E. C., Scarpa, R., & Begalli, D. (2019). Nutritional knowledge and health consciousness: do they affect consumer wine choices? Evidence from a survey in Italy. Nutrients, 12(1), 84.

[9] Bonnett, M. (2017). Environmental consciousness, sustainability, and the character of philosophy of education. Studies in Philosophy and Education, 36(3), 333-347.

[10] Boon, L. K., Fern, Y. S., & Chee, L. H. (2020). Generation Y's Purchase Intention towards Natural Skincare Products: A PLS-SEM Analysis. Global Business and Management Research, 12(1), 61-77.

[11] Chaturvedi, A., Rashid Chand, M., & Rahman, M. (2021). Impact of the COVID-19 on consumer behavior towards organic food in India. Predictive and preventive measures for Covid-19 pandemic, 127-148.

[12] Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behaviour and purchase intention of organic food: A conceptual framework. Management of Environmental Quality: An International Journal, 31(6), 1515-1530.

[13] Dhar, G. (2022). Why Organic Skincare Products Are Driving Current Market?. BW Disrupt. Retrieved from https://bwdisrupt.businessworld.in/article/Why-Organic-Skincare-Products-Are-Driving-Current-Market-/30-08-2022-444442/.

[14] Ghvanidze, S., Velikova, N., Dodd, T. H., & Oldewage-Theron, W. (2016). Consumers' environmental and ethical consciousness and the use of the related food products information: The role of perceived consumer effectiveness. Appetite, 107, 311-322.

[15] Grubor, A., & Djokic, N. (2016). Organic food consumer profile in the Republic of Serbia. British Food Journal, 118(1), 164-182.

[16] Ham, M., Jeger, M., & Frajman Ivković, A. (2015). The role of subjective norms in forming the intention to purchase green food. Economic research-Ekonomska istraživanja, 28(1), 738-748.

[17] Harjadi, D., & Gunardi, A. (2022). Factors affecting eco-friendly purchase intention: subjective norms and ecological consciousness as moderators. Cogent Business & Management, 9(1), 2148334.

[18] Hong, H. (2009). Scale development for measuring health consciousness: Re-conceptualization. that Matters to the Practice, 212.

[19] Iqbal, J., Yu, D., Zubair, M., Rasheed, M. I., Khizar, H. M. U., & Imran, M. (2021). Health consciousness, food safety concern, and consumer purchase intentions toward organic food: The role of consumer involvement and ecological motives. Sage Open, 11(2), 21582440211015727.

[20] Ivkovic, N. (2021). Beyond the pandemic–a new era of consumer behavior. Economic and Social Development: Book of Proceedings, 6-17.

[21] Jain, S. (2020). Assessing the moderating effect of subjective norm on luxury purchase intention: A study of Gen Y consumers in India. International Journal of Retail & Distribution Management, 48(5), 517-536.

[22] Jhamb, D., Chandel, A., Mittal, A., & Tandon, U. (2023). Does the use of organic personal care products persuade sustainable consumption behaviour? Understanding the moderating role of health consciousness. Young Consumers.

[23] Joy, A., Sherry Jr, J. F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion theory, 16(3), 273-295.

[24] Jun, S. H. (2020). The effects of perceived risk, brand credibility and past experience on purchase intention in the Airbnb context. Sustainability, 12(12), 5212.

[25] Kapoor, D., & Munjal, A. (2017). Functional foods: the new secret of the health conscious Indian women!!. Global Business Review, 18(3), 750-765.

[26] Kautish, P., & Sharma, R. (2020). Determinants of pro‐environmental behavior and environmentally conscious consumer behavior: An empirical investigation from emerging market. Business Strategy & Development, 3(1), 112-127.

[27] Kharde, Y., & Madan, P. (2018). Influence of intentions on buying behaviour of women towards insurance purchase: an empirical study. International Journal of Business and Management Invention, 7(2), 19-27.

[28] Khare, A., Mukerjee, S., & Goyal, T. (2013). Social influence and green marketing: An exploratory study on Indian consumers. Journal of Customer Behaviour, 12(4), 361-381.

[29] Kim, H. Y. (2009). Effects of consumer values and past experiences on consumer intention to buy organic personal care products: An application of the theory of planned behavior (Doctoral dissertation, The Ohio State University).

[30] Kim, H. Y., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of consumer Marketing, 28(1), 40-47.

[31] Kim, S., & Seock, Y. K. (2009). Impacts of health and environmental consciousness on young female consumers' attitude towards and purchase of natural beauty products. International Journal of Consumer Studies, 33(6), 627-638.

[32] Kim, S., & Seock, Y. K. (2009). Impacts of health and environmental consciousness on young female consumers' attitude towards and purchase of natural beauty products. International Journal of Consumer Studies, 33(6), 627-638.

[33] Kokoi, I. (2011). Female buying behaviour related to facial skin care products.

[34] Kothari, S. (2022). Factors why organic skincare products driving the current market. The Times of India. Retrieved from https://timesofindia.indiatimes.com/blogs/voices/factors-why-organic-skincare-products-driving-the-current-market/.

[35] Kotler P. & Armstrong G. (2010). Principles of Marketing. New Jersey: Pearson Prentice Hall.

[36] Kumar, S., Dhir, A., Talwar, S., Chakraborty, D., & Kaur, P. (2021). What drives brand love for natural products? The moderating role of household size. Journal of Retailing and Consumer Services, 58, 102329.

[37] Kurdi, B., Alshurideh, M., Akour, I., Tariq, E., AlHamad, A., & Alzoubi, H. (2022). The effect of social media influencers’ characteristics on consumer intention and attitude toward Keto products purchase intention. International Journal of Data and Network Science, 6(4), 1135-1146.

[38] Kusumaningsih, D., Irianto, H., & Antriyandarti, E. (2019, October). Effects of health consciousness and environmental attitude on intention towards organic food purchase. In IOP conference series: Materials science and engineering (Vol. 633, No. 1, p. 012052). IOP Publishing.

[39] Lin, S. T., & Niu, H. J. (2018). Green consumption: E nvironmental knowledge, environmental consciousness, social norms, and purchasing behavior. Business Strategy and the Environment, 27(8), 1679-1688.

[40] Liobikienė, G., & Bernatonienė, J. (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review. Journal of Cleaner Production, 162, 109-120.

[41] Luo, B., Sun, Y., Shen, J., & Xia, L. (2020). How does green advertising skepticism on social media affect consumer intention to purchase green products?. Journal of Consumer Behaviour, 19(4), 371-381.

[42] Maichum, K., Parichatnon, S., & Peng, K. C. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability, 8(10), 1077.

[43] Maichum, K., Parichatnon, S., & Peng, K. C. (2017). Factors affecting on purchase intention towards green products: A case study of young consumers in Thailand. Young, 16(5), 330-335.

[44] Manning, M. (2009). The effects of subjective norms on behaviour in the theory of planned behaviour: A meta‐analysis. British journal of social psychology, 48(4), 649-705.

[45] Mellowship, D. (2009). Toxic Beauty: The hidden chemicals in cosmetics and how they can harm us. Hachette UK.

[46] Minton, E. A., Spielmann, N., Kahle, L. R., & Kim, C. H. (2018). The subjective norms of sustainable consumption: A cross-cultural exploration. Journal of Business Research, 82, 400-408.

[47] Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).

[48] Montano, D. E., & Kasprzyk, D. (2015). Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. Health behavior: Theory, research and practice, 70(4), 231.

[49] Nagaraj, S. (2021). Role of consumer health consciousness, food safety & attitude on organic food purchase in emerging market: A serial mediation model. Journal of Retailing and Consumer Services, 59, 102423.

[50] Noor, N. M., Noranee, S., Zakaria, M. F., Unin, N., & Suaee, M. A. H. M. (2020, February). Online shopping: The influence of attitude, subjective norm and perceived behavioral control on purchase intention. In Proceedings of the 2020 The 6th International Conference on E-Business and Applications (pp. 33-36).

[51] Pande, A. C., & Soodan, V. (2015). Role of consumer attitudes, beliefs and subjective norms as predictors of purchase behaviour: a study on personal care purchases. The Business & Management Review, 5(4), 284.

[52] Pop, R. A., Săplăcan, Z., & Alt, M. A. (2020). Social media goes green—The impact of social media on green cosmetics purchase motivation and intention. Information, 11(9), 447.

[53] Sánchez, M. J., & Lafuente, R. (2010). Defining and measuring environmental consciousness.

[54] Schlegelmilch, B. B., Bohlen, G. M., & Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European journal of marketing, 30(5), 35-55.

[55] Shakeel, S., & Karim, E. (2019). Consumer buying behavior: Organic cosmetics versus Non-organic cosmetics. Munich Personal RePEc Archive.

[56] Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217-1238.

[57] Sharma, K., & Bansal, M. (2013). Environmental consciousness, its antecedents and behavioural outcomes. Journal of Indian Business Research, 5(3), 198-214.

[58] Singh, A., & Verma, P. (2017). Factors influencing Indian consumers' actual buying behaviour towards organic food products. Journal of cleaner production, 167, 473-483.

[59] Su, Y., Khaskheli, A., Raza, S. A., & Yousufi, S. Q. (2022). How health consciousness and social consciousness affect young consumers purchase intention towards organic foods. Management of Environmental Quality: An International Journal, 33(5), 1249-1270.

[60] Su, Y., Khaskheli, A., Raza, S. A., & Yousufi, S. Q. (2022). How health consciousness and social consciousness affect young consumers purchase intention towards organic foods. Management of Environmental Quality: An International Journal, 33(5), 1249-1270.

[61] Tan, P. J., Tanusondjaja, A., Corsi, A., Lockshin, L., Villani, C., & Bogomolova, S. (2021). Behavioural and psychographic characteristics of supermarket catalogue users. Journal of Retailing and Consumer Services, 60, 102469.

[62] Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Why do people buy organic food? The moderating role of environmental concerns and trust. Journal of Retailing and Consumer Services, 57, 102247.

[63] Testa, F., Gusmerottia, N. M., Corsini, F., Passetti, E., & Iraldo, F. (2016). Factors affecting environmental management by small and micro firms: The importance of entrepreneurs’ attitudes and environmental investment. Corporate Social Responsibility and Environmental Management, 23(6), 373-385.

[64] Thøgersen, J. (2009). Consumer decision-making with regard to organic food products. Traditional food production and rural sustainable development: A European challenge, 1, 173-192.

[65] Urbański, M., & Ul Haque, A. (2020). Are you environmentally conscious enough to differentiate between greenwashed and sustainable items? A global consumers perspective. Sustainability, 12(5), 1786.

[66] Vergura, D. T., Zerbini, C., & Luceri, B. (2020). Consumers’ attitude and purchase intention towards organic personal care products. An application of the SOR model. Sinergie Italian Journal of Management, 38(1), 121-137.

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