Title: What drives Indian consumers to purchase organic personal care products?: Investigation using a mediated moderation model

Authors: Minakshi Sharma; Manisha Goel; Rajiv Sindwani

Addresses: J.C. Bose University of Science and Technology, YMCA, Faridabad, Haryana, India ' J.C. Bose University of Science and Technology, YMCA, Faridabad, Haryana, India ' J.C. Bose University of Science and Technology, YMCA, Faridabad, Haryana, India

Abstract: The current study aims to explore an extended theory of planned behaviour framework in the context of organic personal care products (OPCP). The influence of five dimensions on the purchase behaviour of OPCP is investigated. The conceptual model has both a mediator and a moderator. The sample size comprised 360 responses collected through purposive sampling. The results showed that attitude, perceived behavioural control, and health and safety exert a significant positive influence on purchase intention. Except for subjective norms, purchase intention acted as a mediator between attitude, perceived behavioural control, health and safety and purchase intention. Findings suggest price sensitivity does not act as a moderator between purchase intention and purchase behaviour. It will help organic product marketers by providing key inputs for understanding consumer purchase behaviour for creating competitive advantage. The study will also provide framework for academicians to carry out further research in the field of OPCP.

Keywords: organic personal care products; OPCP; moderator; purchase behaviour; theory of planned behaviour.

DOI: 10.1504/IJPMB.2024.135760

International Journal of Process Management and Benchmarking, 2024 Vol.16 No.2, pp.180 - 199

Received: 01 Aug 2022
Accepted: 28 Sep 2022
Published online: 04 Jan 2024 *

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