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

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: 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.

DOI: 10.1504/IJBG.2024.142230

International Journal of Business and Globalisation, 2024 Vol.38 No.2, pp.218 - 232

Received: 15 Jun 2020
Accepted: 09 Apr 2021
Published online: 15 Oct 2024 *

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