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Effects of Consumer Values and Past Experiences on Consumer Intention to Buy Organic Personal Care Products: An Application of the Theory of Planned Behavior

Kim, Hee Yeon
http://rave.ohiolink.edu/etdc/view?acc_num=osu1248083216

Abstract Details

2009, Master of Science, Ohio State University, Textiles and Clothing.
The primary goal of this research is to investigate U.S. consumer purchase behavior of organic personal care products base on the Theory of Planned Behavior (TPB) by Ajzen (1985). In particular, this research examines 1) the influence of consumer values (i.e., health consciousness, environmental consciousness, and appearance consciousness) on attitude toward buying organic personal care products, 2) the influence of attitude, subjective norm, and perceived behavioral control on purchase intention for organic personal care products, 3) the effect of consumers’ past experiences on their purchase intentions for organic personal care products, and 4) the moderating influence of perceived behavioral control on the relationship between attitude toward buying organic personal care products and purchase intention for the products. For this research, an organic shampoo and body lotion were used as sample products. An online survey was conducted with 207 online panel members, and multiple regression analysis was used to examine the proposed relationships. The findings of this research indicated that only two consumer values, environmental consciousness and appearance consciousness, influenced positive attitude toward buying organic personal care products. In addition, the results revealed that attitude, subjective norm, perceived behavioral control, and past experiences significantly predicted purchase intention for organic personal care products. Furthermore, the relationship between attitude and purchase intention was moderated by perceived behavioral control.
Jae-Eun Chung (Advisor)
Jay Kandampully (Other)
Leslie Stoel (Other)
113 p.
Marketing
organic personal care; personal care industry; organic consumer; organic consumer behavior

Recommended Citations

Citations

  • Kim, H. Y. (2009). Effects of Consumer Values and Past Experiences on Consumer Intention to Buy Organic Personal Care Products: An Application of the Theory of Planned Behavior [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1248083216

    APA Style (7th edition)

  • Kim, Hee Yeon. Effects of Consumer Values and Past Experiences on Consumer Intention to Buy Organic Personal Care Products: An Application of the Theory of Planned Behavior. 2009. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1248083216.

    MLA Style (8th edition)

  • Kim, Hee Yeon. "Effects of Consumer Values and Past Experiences on Consumer Intention to Buy Organic Personal Care Products: An Application of the Theory of Planned Behavior." Master's thesis, Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=osu1248083216

    Chicago Manual of Style (17th edition)

osu1248083216
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© 2009, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.