Consumer buying behaviour towards organic personal care products

Abstract

Organic consumption worldwide has experienced a significant surge, particularly newlineamong consumers of personal care products. This trend can be attributed to heightened newlinehealth consciousness and growing safety concerns, which play a pivotal role in shaping newlineconsumer choices. With increasing awareness of harmful chemicals in conventional newlineproducts and a greater emphasis on sustainability, more individuals are opting for newlineorganic alternatives in their personal care routines. This study seeks to explore the newlinefactors influencing consumer intention and behaviour towards purchasing organic newlinepersonal care products, using the Theory of Planned Behaviour (TPB) as a conceptual newlineframework.While extensive research has been conducted on consumer newlinebehaviour towards organic food products, the literature reveals a gap in studies focusing newlineon organic personal care products. Organic personal care products refer to items such newlineas skin care, hair care, and hygiene products that are free from synthetic chemicals and newlineare made using naturally derived ingredients. These products are perceived to be safer, newlinehealthier, and more environmentally friendly, making them increasingly popular among newlinehealth-conscious consumers. newlineGiven the scarcity of research in this area, particularly in emerging markets, this study newlinecontributes valuable insights by focusing on the Indian consumer base. India, with its newlinediverse population and growing middle class, presents a unique landscape for studying newlineorganic consumption patterns. newlineconsumer behaviour towards organic personal care products, particularly in the Indian newlinecontext. By extending the TPB framework to include health and safety concerns and newlineprice sensitivity, the study offers better perspective on the decision-making process. newlineThe findings have important implications for both academics and practitioners, offering newlinea foundation for future research and strategic insights for those looking to capitalize on newlinethe growing demand for organic personal care products.