What influences consumers’ intention to purchase organic personal care products? The role of social reassurance

Lamberto Zollo, Carranza, Rocío, Monica Faraoni, Díaz, Estrella and Martín-Consuegra, David

Journal of Retailing and Consumer Services, 2021, vol. 60, issue C

Abstract: Green and organic markets have grown rapidly in recent times, thanks to the increasing global popularity of having a healthier lifestyle. Rising consumer awareness of the risks of synthetic chemicals for humans as well as the environment have boosted the demand for organic personal care products (PCPs). To better understand the micro-mechanisms guiding the organic PCPs buying process, this study builds on the social proof theory by examining the drivers leading this process in two different national contexts. Partial least squares structural equation modelling was used to conduct a multigroup analysis on a sample of 473 consumers (n = 266 from Spain, n = 207 from Italy). Findings reveal the significant role of environmental value, product knowledge, convenience & quality, and information adoption. Furthermore, the study introduces and validates the new construct ‘social reassurance’ explaining the psychological mechanisms leading the organic PCPs buying process.

Keywords: Social proof theory; Social reassurance; Organic PCPs; Information adoption; Values; Quality; Purchase intention; PLS-SEM (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698920314399

DOI: 10.1016/j.jretconser.2020.102432

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