Health and cosmetics: Investigating consumers’ values for buying organic personal care products

Ezlika Ghazali, Pat Chen Soon, Dilip Mutum () and Bang Nguyen

Journal of Retailing and Consumer Services, 2017, vol. 39, issue C, 154-163

Abstract: In investigating consumers’ intentions to re-purchase organic personal care products (PCP), this study extends the theory of planned behaviour by including perceived value dimensions as the antecedents of attitude in the model. The findings revealed that most of the hypothesised relationships linking the consumer perceived value constructs (namely, health, safety, hedonic and environmental) with attitude towards the rebuying of organic PCP, were supported. Also, better product knowledge about organic PCP would lead to more positive attitudes towards re-purchasing the product. In contrast, social value was not important in predicting attitude. Similarly, the influence of subjective norm on rebuying intention was not supported. In terms of ranking of importance with regards to prediction of re-purchasing intention, attitude was the most important predictor followed by perceived behavioural control, product knowledge, hedonic value, environmental value and safety value.

Keywords: Organic personal care products; Re-purchase intention; Perceived values; Partial least equares; Theory of planned behaviour; Importance-Performance Map Analysis (IPMA) (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (32)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:39:y:2017:i:c:p:154-163

DOI: 10.1016/j.jretconser.2017.08.002

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