A study of female consumer buying behaviour towards organic personal care product

Minakshi Sharma, Manisha Goel and Rajiv Sindwani

International Journal of Business and Globalisation, 2024, vol. 38, issue 2, 218-232

Abstract: In investigating the consumer buying behaviour towards organic personal care products (OPCP) among Indian female consumers, the current paper reports findings of a study conducted in Delhi NCR region. The aim of the study is to identify the dimensions that influence female consumer buying behaviour towards OPCP and to identify the influence of various OPCP dimensions on consumer satisfaction. The literature suggests that the present work is among the pioneers in the field of Indian female buying behaviour towards organic personal care segment. Five dimensions namely health and safety, knowledge and awareness, hedonism, social factors, and labelling and certification are proposed on the basis of factor analysis. The relationship between OPCP dimensions and satisfaction was investigated using structured equation modelling. Findings revealed that all five dimensions have positive significant influence on customer satisfaction. The findings also revealed that social factors and labelling and certification showed the strongest effect on consumer satisfaction. The study provides insights for cosmetic firms and academicians.

Keywords: organic personal care products; consumer buying behaviour; customer satisfaction; factor analysis; structural equation modeling. (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbglo:v:38:y:2024:i:2:p:218-232

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