Influence of Health Consciousness, Perceived Quality, Perceived Value, and Social Influence on Female Consumers' Attitude and Purchase Intention Towards Organic Cosmetics and Skincare Products: A Structural Equation Modelling Approach

Abstract

The growing demand for organic cosmetics and skincare products has been driven by increasing consumer awareness of health, environmental sustainability, and product safety. Despite this trend, the adoption of organic cosmetics remains inconsistent, particularly in emerging markets. The present study examines the effects of health consciousness, perceived quality, perceived value, and social influence on the attitude of female consumers towards organic cosmetics and skincare products. The study also explores the influence of attitude on purchase intention of organic cosmetics and skincare products. The study utilizes the Theory of Planned Behavior (TPB) and the Value-Attitude-Behavior (VAB) model to develop a comprehensive research framework. Primary data were collected from 252 female consumers using a structured self administered questionnaire. Respondents were selected through purposive sampling in Thrissur District. Structural Equation Modeling (SEM) was employed to test the proposed relationships among the constructs. The findings reveal that health consciousness, perceived quality, perceived value, and social influence significantly influence female consumers' attitudes towards organic cosmetics and skincare products. The attitude exerts a strong and statistically significant positive effect on purchase intention. It indicates  that consumers with more favourable attitudes are more likely to purchase organic cosmetics and skincare products. The structural model also shows substantial explanatory power, with attitude accounting for 51.4% of the variance in purchase intention (R² = 0.514). The study contributes to the literature by integrating TPB and the VAB model to explain female consumers' purchase intentions towards organic cosmetics and skincare products.