A Behavioural Analysis to Explain the Intent While Buying Organically Made Skin Care Essentials in Young Working Professionals of Noida City

Abstract

In recent times, an upward shift in the demand for organically made skincare essentials has been witnessed. Consumers are giving up on conventional products by choosing products containing natural ingredients. The study uncovered the role of consumer values that influence consumers’ attitudes when they look for organically made skincare essentials. Further, it was studied that the theory of planned behaviour constructs like attitudes and perceived behavioural control of consumers impacted their buying intent for organically made skincare essentials. An online questionnaire was shared with the working professional audience of Noida city within the age bracket of 20-35 years, and 241 responses were collected. The results showed that awareness towards health, appearance, and understanding about the product was favourably impactful on the attitude of the buyers while buying organically made skincare essentials. In contrast, the impact fullness of awareness towards the environment was not significant for the same. In addition, consumers’ attitudes towards buying organically made skincare essentials and their perceived behavioural control were solid and positive predictors of intent to purchase such products. Conclusively, managerial inferences are stated that can be productively utilized by the companies.

Imprint

Sakshi Sharma, Naval Lawande. A Behavioural Analysis to Explain the Intent While Buying Organically Made Skin Care Essentials in Young Working Professionals of Noida City. Cardiometry; Issue 23; August 2022; p.179-189; DOI: 10.18137/cardiometry.2022.23.179189; Available from: https://www.cardiometry.net/issues/no23-august-2022/behavioural-analysis-explain-intent