Factors Influencing on Purchase Intention towards Organic and Natural Cosmetics

Abstract

The cosmetic industry is one of the fastest-growing and essential industries in the world as well as in Sri Lanka. Usage of chemical base cosmetics causes environmental and health issues. Meanwhile, there are a number of organic and natural cosmetic products are available in the Sri Lankan market which is not harmful for health and the environment. This issue closely related to consumer behaviour. The objective of the study attempted to gain knowledge about the influence of Consumer Attitude, subjective norm, perceived behavioural control towards Purchase Intention of organic and natural cosmetics. This research was exploratory type research with a quantitative perspective and the population of the study consisted of above 15 years old consumers of Colombo District. To achieve the goals of this research, the data were collected from a convenience sample of 200 consumers who are lived in the Colombo District. The respondents provided the data by means of a close-ended questionnaire. Multiple regression was used for testing the hypotheses. Data analysis was conducted using SPSS19 Software. This study empirically examines that Consumer Attitudes (CA), Subjective Norm (SN), Perceived Behavioral Control (PBC), Consumers’ Past Experiences (PE) the independent variable and Purchase Intention for Organic and Natural Cosmetic Products (PIOC) as the dependent variable. While all four variables are significantly predicted purchase intention for organic and natural cosmetic products. And consumer attitude is the best predictor of PIOC. The results of this study also suggest that retailers can develop effective marketing strategies emphasizing ecological beauty, product safety, and affordable prices to increase consumers’ intentions to buy organic and natural cosmetic products.

Keywords: Organic and Natural Cosmetics, Purchase Intention (PI), Consumer Attitude (CA), Subjective Norm (SN), Perceived Behavioral Control (PBC)