Factors Influencing Female Purchase Behavior for Organic Cosmetic Products in Pakistan

Abstract

The use of organic cosmetics is gaining popularity in Pakistan due to associated health and environmental benefits. Consumers' preferences are rapidly shifting towards organic cosmetics because these products are based on natural ingredients. To analyze the gathered data of 300 female's convenience sampling technique was applied belonging to Faisalabad and Lahore. The data was collected about consumers' socioeconomic characteristics, consumption, purchase patterns with major factors of organic cosmetic consumer behavior and were analyzed using descriptive statistics and multiple regression techniques. The findings of the study revealed that three factors, health consciousness, environmental consciousness, and product quality information, impact significantly consumer behavior for organic cosmetics. Another factor needs for uniqueness showed a week impact on consumer behavior. This study provided valuable insights and recommendations to the industry about consumer behavior. It is suggested that marketers improve operational marketing policies by communicating the eco-friendly benefits of organic cosmetics.