Purpose – The aim of this paper is to examine the effect of environmental consciousness, health consciousness, appearance consciousness, ecoliteracy and interpersonal influence on consumers’ attitudes toward organic cosmetics in Greece. The relationship between attitude and intention toward purchasing organic cosmetics is also investigated.
Design/methodology/approach – This paper is based on results of a self – administered questionnaire survey conducted on a sample of 100 Greek consumers. The data collected were analyzed with SPSS 19.0 and regression analysis was used to test the relationships among the variables.
Findings – The results indicate that environmental consciousness and informational influence are important predictors of attitude toward organic products. Health consciousness, appearance consciousness and ecoliteracy, on the other hand, appear to have an insignificant impact on attitude. Attitude emerged as a positive and important predictor of intention to purchase organic cosmetics.
Research limitations – The sample contained only consumers living in an urban city and further research should seek to explore a larger and geographically more diversified sample of consumers.
Practical implications – This study suggests that marketers should develop more effective marketing strategies, by communicating the environmental benefits of organic cosmetics. The use of endorsements could also contribute to improving marketing communication initiatives.
Originality/value – This study provides valuable insight into Greek consumer behavior regarding organic cosmetics by examining the factors that influence consumers’ attitudes toward buying organic cosmetics and consumers’ intention toward purchasing the products. Prior research concerning attitude and intention toward buying organic products in Greece is limited.
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