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

Author

Listed:
  • Minakshi Sharma
  • Manisha Goel
  • Rajiv Sindwani

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.

Suggested Citation

  • Minakshi Sharma & Manisha Goel & Rajiv Sindwani, 2024. "A study of female consumer buying behaviour towards organic personal care product," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 38(2), pages 218-232.
    • Handle: RePEc:ids:ijbglo:v:38:y:2024:i:2:p:218-232
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