The Effect Consumers' Consciousness, Social and Personality Factors on Purchase Intention for Organic Cosmetic in Pakistan

Abstract

Women always have an inherent love for beauty. Cosmetics have become a routine tool to make women more presentable. Organic cosmetics are produced without the usage of some type of chemical substance. They bear no toxins or impurities to causes threats to public wellbeing and affect the quality of the environment. This research aims at exploring market acceptance and their views about organic cosmetic goods, which will in turn disclose the rising potential of the market and pattern of organic consumerism proposed field of inquiry. Using the theory of planned behavior (TPB) to examine the effects of various factors on consumer purchase intention of organic Cosmetic products in Pakistan. These factors included consumer Consciousness about Appearance, Health, Environmental, Price, and Ecological Awareness, along with Subjective Norms, and personal factors like Openness to Experience, and Knowledge of Cosmetic Organic. Primary data is obtained electronically Survey via Social Media using a close-ended questionnaire. The study is conducted in different cities of Pakistan and samples of 300 respondents are considered. The data is analyzed using confirmatory factor analysis and structured equation modeling. The results suggested that Ecological Awareness and Openness to Experience seems to have a significant positive effect on purchase intentions. Whereas Appearance Consciousness seems to be negatively affecting purchase intention. Research Enable organic marketers to study their marketing campaigns and Researchers to identify holes for potential in-depth research.