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Keeping it all natural : a research into the underlying factors influencing the intention to purchase and the intention to continue purchasing organic cosmetics among German consumers

Adels, I. (2018) Keeping it all natural : a research into the underlying factors influencing the intention to purchase and the intention to continue purchasing organic cosmetics among German consumers.

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Abstract:The study did research on factors influencing the intention to purchase organic cosmetic and the intention to continue purchasing organic cosmetics among German consumers. The research model was based upon the social identity theory and the theory of planned behaviour. It suggested that intention to purchase or to continue purchasing is influenced by consumers health- and environmental related self-identity as well the variables of the theory of planned behaviour. Additionally, it was proposed that subjective knowledge towards organic cosmetics as well as attitude towards brand communication positively influence consumer’s attitude towards organic cosmetic consumption. To test these hypotheses, participants were approached using an online questionnaire. In total, data from n= 256 people was used for further analysis, which were divided into organic cosmetic purchaser (n=120) and non-purchaser (n=136). Hierarchical regression analyses revealed that attitude towards organic cosmetics and perceived behavioural control positively influence the intention to continue purchasing organic cosmetics. For the non-purchaser, environmental self-identity, attitude towards organic cosmetics and subjective norm were significant predictors. Attitude towards brand communication had no influence on attitude towards organic cosmetics for both purchaser groups. In contrast, subjective knowledge was significantly and positively related with attitude towards organic cosmetics for both purchaser groups.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74861
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