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Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products

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  • Aysun Kahraman
  • İpek Kazançoğlu

Abstract

In recent years there is a trend of consuming natural products for a sustainable and healthier life. Therefore, firms began aligning their strategy with sustainability by communication strategies that they produce natural products, which are better for health as well as the environmental sustainability. However, sometimes these claims may be deceptive. The purpose of this paper is to understand the consumers' purchasing intentions toward products claiming naturalness in their advertising and packaging strategies. This research also examined greenwashing perceptions and their potential roles in purchasing intentions. In‐depth face‐to‐face interviews carried out with 20 Turkish women regarding personal care products (local brand and international brand). The findings of the interviews revealed eight themes (perceived greenwashing, perceived green image, price perception, environmental concern, green trust, skepticism, perceived risk, and purchase intention). This study contributes to predict a framework from consumer viewpoint for identifying the themes related to greenwashing.

Suggested Citation

  • Aysun Kahraman & İpek Kazançoğlu, 2019. "Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1218-1233, September.
    • Handle: RePEc:bla:bstrat:v:28:y:2019:i:6:p:1218-1233
    DOI: 10.1002/bse.2312
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    4. Mohd Adil & Eden Samuel Parthiban & Haitham A. Mahmoud & Jei-Zheng Wu & Mohd Sadiq & Fatima Suhail, 2024. "Consumers’ Reaction to Greenwashing in the Saudi Arabian Skincare Market: A Moderated Mediation Approach," Sustainability, MDPI, vol. 16(4), pages 1-17, February.
    5. Tan, Ruipeng & Cai, Qijun & Pan, Lulu, 2024. "Faking for fortune: Emissions trading schemes and corporate greenwashing in China," Energy Economics, Elsevier, vol. 130(C).
    6. Emel Yarimoglu & Tugrul Gunay, 2020. "The extended theory of planned behavior in Turkish customers' intentions to visit green hotels," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1097-1108, March.
    7. Sae Eun Lee & Kyu-Hye Lee, 2024. "Environmentally sustainable fashion and conspicuous behavior," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.
    8. Jianhua Zhu & Taiwen Feng & Ying Lu & Wenbo Jiang, 2024. "Using blockchain or not? A focal firm's blockchain strategy in the context of carbon emission reduction technology innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 33(4), pages 3505-3531, May.
    9. Irfan Hameed & Zeeshan Hyder & Muhammad Imran & Kashif Shafiq, 2021. "Greenwash and green purchase behavior: an environmentally sustainable perspective," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13113-13134, September.
    10. Abdul Waheed & Qingyu Zhang & Yasir Rashid & Muhammad Sohail Tahir & Muhammad Wasif Zafar, 2020. "Impact of green manufacturing on consumer ecological behavior: Stakeholder engagement through green production and innovation," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1395-1403, September.
    11. Andrea Mezger & Pablo Cabanelas & Mª. Jesús López‐Miguens & Francesca Cabiddu & Klaus Rüdiger, 2020. "Sustainable development and consumption: The role of trust for switching towards green energy," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3598-3610, December.
    12. Christodoulou, P. & Psillaki, M. & Sklias, G. & Chatzichristofis, S.A., 2023. "A blockchain-based framework for effective monitoring of EU Green Bonds," Finance Research Letters, Elsevier, vol. 58(PB).

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