Authors: Tavishi Tewary; Ashish Gupta; Vaibhav Mishra; Jitender Kumar
Addresses: Department of Economics, Jaipuria Institute of Management, Noida, Uttar Pradesh, 201309, India ' Department of Marketing, Indian Institute of Foreign Trade (IIFT), New Delhi, B-21, Qutab Institutional Area, New Delhi, 110016, India ' Department of Operations and IT, ICFAI Business School Hyderabad, IFHE University, Telangana, 501203, India ' Department of Business Studies, Sharda University, Greater Noida, Uttar Pradesh, 201309, India; Indian Institute of Management, Rohtak, Haryana 124010, India
Abstract: This paper aims to assess the influence of awareness of the consumers regarding individual health and environmental health, price sensitivity, availability of the brands that are organic in nature on the consumers attitude towards purchasing organic cosmetic products. The sample was collected from 166 young working women. Furthermore, the conceptual model is tested through factor analysis, and the model is designed through path analysis in which PLS algorithm is used. The results of the study indicate a significant impact of environmental and health consciousness on the attitude of young working women consumers towards purchasing organic cosmetic products. The findings of this study could help businesses operating in the organic personal care or cosmetic industry by giving the psychology and attitude of the major cluster of target customers to grab the market. This research provides valuable recommendations for social media marketing activities. Theoretical and practical implications are discussed.
Keywords: young women; organic; cosmetics; purchase intention; attitude; environmental consciousness; brand; availability; price consciousness; diversification.
International Journal of Economics and Business Research, 2021 Vol.22 No.2/3, pp.256 - 277
Received: 10 Feb 2020
Accepted: 20 Jul 2020
Published online: 20 Jul 2021 *