A Study of Factors Affecting Buying Decisions of Millennials While Purchasing Organic Personal Care Products

Abstract

In today’s era people are very much conscious about the products which they are buying and the impact which they are creating on the environment. Customers prefer to buy a product which is non-hazardous to the environment and brings positive results when it comes to the utilitarian function. Increased knowledge of the various benefits of organic products over their synthetic counterparts has led to an upsurge in demand in the recent years. The study identifies the most preferred organic personal care brand amongst millennials and examines the motivational factor amongst millennials while purchasing organic personal care products. The study also helps to understand the factors affecting perception level of millennials while purchasing organic personal care products. The findings of the study can help businesses to better understand organic personal care products, frame marketing strategies and understand the factors affecting perception level of millennials during the purchase of organic personal care products.