FACTORS DRIVING FEMALE CONSUMERS INTENTION TO PURCHASE NATURAL BEAUTY PRODUCTS

Abstract

Today, numerous illnesses related to beauty products consumption have led many companies to opt for a better solution that emphasis on green, and natural products ingredients. To this date, women consumers in beauty product industry is considered as one of the biggest population that contribute significantly to economic growth worldwide. Understanding the facts that women consumers do concern on their health and environmental matters, should be the guideline for marketers in promoting their products in the market. This study aims to investigate the female consumer perspective in relation to the health and environment. From 350 questionnaires distributed, 200 were returned and usable. The findings indicated that factors like attitude and behavioural control do influence women consumer’s intention to purchase natural beauty product. Specifically, health consciousness and environment consciousness are significant in influencing their consumers’ purchase intention. Practically, the findings helped marketers to be creative when promoting the beauty products by highlighting on sustainability and product safety to feed into the women’s attitude toward natural beauty products.