Abstract
Organic products have been gaining popularity among consumers worldwide due to the environmental and health benefits they are associated with. As a result of this trend, organic industries have been flourishing and have been able to expand into a variety of consumer product/service categories. Looking to explore purchasing behavior related organic coconut cosmetic products, this study attempted to apply the theory of planned behavior (TPB), which is a method of predicting consumer behavior that has been used extensively in a variety of research areas in recent years. Based upon the literature review, an extended TPB model that incorporates health concerns and health knowledge, in addition to attitude, subjective norms and perceived behavior control was examined in this study. For the data collection, an online survey was issued to residents of Bangkok, Thailand; with a total of 613 respondents retuning the questionnaires. Structural equation modeling (SEM) was employed to analyze the data using SPSS AMOS 24. The results showed that attitude, subjective norms, perceived behavior control and health concerns positively affect purchase intention; however, health knowledge did not influence purchase intentions related to the organic coconut cosmetic products. Similar to the findings in most extant literature, attitude was found to exert the most influence on the purchase behavior in this study.
Highlights
Public concern regarding environmental issues has been growing progressively (Kirk, 1995; Laroche, Bergeron, & Barbaro-Forleo, 2001)
The results of the study indicate that consumers of organic coconut cosmetic products (OCCP) in Bangkok are inclined to be over 35 years in age, have academic degrees and relatively high household income levels; younger consumers seem to have high purchase intentions towards OCCP
The findings show that based on the theory of planned behavior (TPB) model, subjective norms have the lowest influence on purchase intention for OCCP when compared with the other constructs of attitude and perceived behavioral control
Summary
Public concern regarding environmental issues has been growing progressively (Kirk, 1995; Laroche, Bergeron, & Barbaro-Forleo, 2001). In terms of market share, organic food sales in America accounted for the most (valued at 48.7 billion US dollars), follow by Europe (valued at 39.6 billion US dollars), and the rest of the world (with a combined value of 8.7 billion US dollars) (Willer & Lernoud, 2019). This suggests that, as the idea spreads, organic product markets will continue to experience correspondent growth
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