Exploring Consumers Purchase Attitudes Towards Natural Cosmetics

Natural products consumption has been increasing year by year as a result of the rising awareness on the global climate changes as well as of the desire for healthier way of life and youthful appearance. Although the cosmetic market has been one of the fastest growing markets in the world recently, it has been neglected in academic research, especially the part that explores natural cosmetics products. The main purpose of this paper is to identify purchase attitudes towards natural cosmetics products and to explore their relationship with certain purchase behaviour characteristics. The data was collected through survey questionnaire using the purposive sample of 204 consumers from the Dubrovnik-Neretva County in March and April 2015. The results of the factor analysis indicate that consumers’ purchase of natural cosmetic products is based on three factors: factor purchasing orientation towards natural products, factor quality and factor safety. The results of the analysis of variance indicate that there are significant statistical differences for the factor of purchasing orientation towards natural products and factor quality in regard to the features of purchase behaviour (preference of new trends, consumer recommendations and consumer purchase intention). The results for the third factor, factor safety, indicate that there are significant differences in the tendency for the safety in regard to consumers recommendations and consumer purchase intentions, while there is no statistical significance for the preferences of new trends.