Young working women's purchase intention towards organic cosmetic products

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.