Consumer Buying Behavior: Organic Cosmetics versus Non-Organic Cosmetics

Shakeel, Sabahat and Karim, Emadul (2019): Consumer Buying Behavior: Organic Cosmetics versus Non-Organic Cosmetics.

Abstract

The main objective of this research study is to analyze the factors that affect the consumer buying behavior for organic and non-organic cosmetics. Therefore, this study is further divided into two sub research. One research studies the factors that affect consumer buying behavior for organic cosmetics whereas the other research assesses factors that impact consumer buying behavior for non-organic cosmetics. Most factors that affect both organic and non-organic cosmetics are the same, but some are different considering the variation between the two types of cosmetics under consideration. Consumer buying behavior is a topic of significant importance to marketers and to businesses as well. It is crucial to understand how consumer buying behavior functions. This research study was conducted through the collection of both primary and secondary data. Primary data was gathered through questionnaires whereas the secondary data was gathered mainly for the literature review through various sources which were mostly available on the web such as online published articles, books, and online journals. The primary data collected was fed into the SPSS software to run various tests. The hypotheses stated at the beginning of the research were tested. The results showed that not all hypotheses were accepted in both the studies. Recommendations have been suggested for each independent variable at the end of the study for consideration.

• Item Type: MPRA Paper
• Language: English
• Keywords: Consumer Buying Behavior; Organic Cosmetics; Non-Organic Cosmetics; Brand Name; Health Consciousness; Environmental Consciousness; Attractiveness Consciousness; Store Environment; Product Price Product Quality and Product Promotion.
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; Q - Agricultural and Natural Resource Economics ; Environmental and Ecological Economics > Q0 - General > Q02 - Commodity Markets

References

Afonso, C., Gavilán, D., Gonçalves, H. M., & de Madariaga, J. G. (2017). Why consumers purchase organic products? The role of environment, health and age. 29th International Marketing Conference AEMARK (pp. 36-50). Seville: ESIC.

Alhedhaif, S., Lele, U., & Kaifi, B. A. (2016). Brand Loyalty and Factors Affecting Cosmetics Buying Behavior of Saudi Female Consumers. Journal of Business Studies Quarterly , 7 (3), 24-38.

Aliaga, M., & Gunderson, B. (2000). Introduction to Quantitative Research. In D. Muijs, Doing Quantitative Research in Education with SPSS (pp. 1-11). Thousand Oaks, CA: Sage Publications.

Alvi, M. H. (2016). A Manual for Selecting Sampling Techniques in Research. Munich: University Library of Munich.

Anjana, S. S. (2018). A study on factors influencing cosmetic buying behavior of consumers. International Journal of Pure and Applied Mathematics , 118 (9), 453-459.

Annis, C. K. (2011). Organic cosmetics attitudes and behaviors of college women. Oxford, OH: Miami University.

Business Dictionary. (2019). Brand Name. Retrieved from Business Dictionary: http://www.businessdictionary.com/definition/brand-name.html

Business Dictionary. (2019). Price. Retrieved from Business Dictionary: http://www.businessdictionary.com/definition/price.html

Business Dictionary. (2019). Product Promotion. Retrieved from Business Dictionary: http://www.businessdictionary.com/definition/product-promotion.html

Business Dictionary. (2019). Product Quality. Retrieved from Business Dictionary: http://www.businessdictionary.com/definition/product-quality.html

Cervellon, M. C., Rinaldi, M. J., & Wernerfelt, A. S. (2011). How Green is Green? Consumers’ understanding of green cosmetics and their certifications. 10th International Marketing Trends Conference (pp. 20-21). Paris: ESCP Europe.

Chaudhri, S. K., & Jain, N. K. (2014). History of cosmetics. Asian Journal of Pharmaceutics (AJP) , 3 (3), 164-167.

Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: consumers' perspective. Management science and engineering , 4 (2), 27-39.

Chi, H. K., Yeh, H. R., & Huang, M. W. (2009). The Influences of advertising endorser, brand image, brand equity, price promotion on purchase intention: The mediating effect of advertising endorser. The Journal of Global Business Management , 5 (1), 224-233.

Clow, M. (2010). Integrated Marketing Communications. Retrieved July 29, 2015, from ProQuest: www.search.proquest.com

Connelly, B. D. (2013). The Organic Beauty Industry: A Gendered Economic Review. Denver: University of Denver.

Creswell, J. W. (2011). Controversies in Mixed Methods Research. The Sage Handbook of Qualitative Research , 4, 269-284.

Csorba, L. M., & Boglea, V. A. (2011). Sustainable cosmetics: a major instrument in protecting the consumer’s interest. Regional and Business Studies , 3 (1), 167-176.

Desai, K. S. (2014). A study on consumer buying behaviour of cosmetic products in Kolhapur. Reviews of Literature , 1 (10), 1-11.

Eze, U. C., Tan, C. B., & Yeo, A. L. (2012). Purchasing cosmetic products: A preliminary perspective of Gen-Y. Contemporary management research , 8 (1), 51-60.

Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services , 39, 154-163.

Gracia, A., & De Magistris, T. (2008). The demand for organic foods in the South of Italy: A discrete choice model. Food Policy , 33 (5), 386-396.

Green Choices. (2019). Toiletries & Cosmetics. Retrieved from Green Choices: https://www.greenchoices.org/green-living/toiletries-cosmetics

Hayes, N. (2000). Doing Psychological Research: Gathering and Analyzing Data. Buckingham: Open University Press.

Ishaswini, N., & Datta, S. K. (2011). Pro-environmental concern influencing green buying: A study on Indian consumers. International Journal of Business and management , 6 (6), 124-133.

Joppe, M. (2000). The Research Process. Retrieved from University of Guelph: https://www.uoguelph.ca/hftm/research-process.

Kapogianni, M. (2015). Attitudes and intention toward organic cosmetics in Greece: an exploratory study. Thessaloniki, Greece: International Hellenic University.

Kaufmann, H. R., Panni, M. F., & Orphanidou, Y. (2012). Factors affecting consumers' green purchasing behavior: An integrated conceptual framework. Amfiteatru Economic Journal , 14 (31), 50-69.

Kaufmann, H. R., Vrontis, D., & Manakova, Y. (2012). Perception of luxury: Idiosyncratic Russian consumer culture and identity. European Journal of Cross-Cultural Competence and Management , 2 (3), 209-235.

Keller, K. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity. New Jersey: Prentice Hall.

Khan, I., Ghauri, T. A., & Majeed, S. (2012). Impact of brand related attributes on purchase intention of customers. A study about the customers of Punjab, Pakistan. Interdisciplinary journal of contemporary research in business , 4 (3), 194-200.

Khraim, H. S. (2011). The influence of brand loyalty on cosmetics buying behavior of UAE female consumers. International Journal of Marketing Studies , 3 (2), 123-133.

Kim, H. Y., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of consumer Marketing , 28 (1), 40-47.

Kim, S., & Seock, Y. K. (2009). Impacts of health and environmental consciousness on young female consumers' attitude towards and purchase of natural beauty products. International Journal of Consumer Studies , 33 (6), 627-638.

Lam, S. Y. (2001). The Effects of Store Environment on Shopping Behaviors: a Critical Review. NA - Advances in Consumer Research , 28, 190-197.

Lin, Y., Yang, S., Hanifah, H., & Iqbal, Q. (2018). An Exploratory Study of Consumer Attitudes Toward Green Cosmetics in the UK Market. Administrative Sciences , 8 (4), 71-85.

Matić, M., & Puh, B. (2016). Consumers' Purchase Intentions towards Natural Cosmetics. Review of Contemporary Business, Entrepreneurship and Economic Issues , 29 (1), 53-64.

Mazar, N., & Zhong, C. B. (2010). Do green products make us better people? Psychological science , 21 (4), 494-498.

Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International journal of consumer studies , 32 (2), 163-170.

Mintel. (2019). Global Beauty Trends 2019. Retrieved from Mintel: http://www.mintel.com/beauty-trends/

Mohammadzadeh, R. (2015). The Effect of Brand Image and Purchase Intention on Cosmetic Products: Evidence from North Cyprus. Famagusta, Turkey: Eastern Mediterranean University (EMU).

Newsom, J. T., McFarland, B. H., Kaplan, M. S., Huguet, N., & Zani, B. (2005). The health consciousness myth: implications of the near independence of major health behaviors in the North American population. Social Science & Medicine , 60 (2), 433-437.

Organic Monitor. (2012). The Greening of the Cosmetic & Personal Care Industry Gathers Pace. Retrieved from Organic Monitor: http://www.organicmonitor.com/r1104.htm

Oxford Dictionary. (2019). Environment-Conscious. Retrieved from Oxford Dictionary: https://en.oxforddictionaries.com/definition/environment-conscious

Oxford Dictionary. (2019). Health-Conscious. Retrieved from Oxford Dictionary: https://en.oxforddictionaries.com/definition/health-conscious

Oxford Dictionary. (2019). Self-Conscious. Retrieved from Oxford Dictionary: https://en.oxforddictionaries.com/definition/self-conscious

Park, C. W., Mothersbaugh, D. L., & Feick, L. (1994). Consumer knowledge assessment. Journal of consumer research , 21 (1), 71-82.

Parmar, S. M. (2014). A study of brand loyalty for cosmetic products among youth. International Journal for Research in Management and Pharmacy , 3 (6), 9-21.

Philippe, M., Didillon, B., & Gilbert, L. (2012). Industrial commitment to green and sustainable chemistry: using renewable materials & developing eco-friendly processes and ingredients in cosmetics. Green Chemistry , 14 (4), 952-956.

Rawat, S. R., & Garga, P. (2012). Understanding consumer behaviour towards green cosmetics. Retrieved from SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2111545

Rokeach, M. (1973). The nature of human values. New York: Free Press.

Salo, E. (2014). Consumer behavior towards green skin care cosmetic products in Finland. Seinäjoki, Finland: Seinäjoki University of Applied Sciences.

Schifferstein, H. N., & Ophuis, P. A. (1998). Health-related determinants of organic food consumption in the Netherlands. Food quality and Preference , 9 (3), 119-133.

Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques. Thousand Oaks, CA: Sage Publications.

Tariq, M. I., Nawaz, M. R., Nawaz, M. M., & Butt, H. A. (2013). Customer perceptions about branding and purchase intention: a study of FMCG in an emerging market. Journal of Basic and Applied Scientific Research , 3 (2), 340-347.

Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British food journal , 107 (11), 808-822.

Wainer, H., & Braun, H. I. (1988). Test Validity. Hillsdale, NJ: Lawrence Earlbaum Associates.

Yaacob, M. R., & Zakaria, A. (2011). Customers' awareness, perception and future prospects of green products in Pahang, Malaysia. The Journal of Commerce , 3 (2), 1-10.

Zeeshan, M. Z. (2013). The Impact of Mobile Service Attributes on Males' and Females' Purchase Decision. Management & Marketing , 8 (4), 669-682.