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dc.contributor.author
Kapogianni, Maria
en
dc.date.accessioned
2015-06-14T19:42:41Z
dc.date.available
2015-09-27T05:57:33Z
dc.date.issued
2015-06-14
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/331
dc.rights
Default License
dc.title
Attitudes and intention toward organic cosmetics in Greece: an exploratory study
en
heal.type
masterThesis
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Management
heal.publicationDate
2011-10
heal.bibliographicCitation
Kapogianni Maria ,2011, Attitudes and intention toward organic cosmetics in Greece: an exploratory study, Master's Dissertation, International Hellenic University
en
heal.abstract
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.
en
heal.tableOfContents
Acknowledgements ........................................................................................................ 2 Abstract .......................................................................................................................... 3 Table of Contents ........................................................................................................... 4 List of Figures ................................................................................................................ 5 List of Appendices ......................................................................................................... 5 1. INTRODUCTION.................................................................................................... 6 2. LITERATURE REVIEW ....................................................................................... 9 2.1. Definition of organic cosmetics ......................................................................... 9 2.2. History of organic cosmetics .............................................................................. 9 2.3 Organic cosmetics in Greece ............................................................................. 10 2.4. Consumer purchase behavior in organic products ........................................... 11 3. PROPOSED FRAMEWORK MODEL AND HYPOTHESES DEVELOPMENT ...................................................................................................... 14 3.1. Proposed model ................................................................................................ 14 3.2. Consumer Values and Attitude ........................................................................ 15 3.2.1. Environmental Consciousness .............................................................. 15 3.2.2. Health Consciousness ............................................................................ 16 3.2.3. Appearance Consciousness .................................................................... 17 3.3. Ecoliteracy ........................................................................................................ 17 3.4. Interpersonal Influence .................................................................................... 19 3.5. Attitude ............................................................................................................. 20 4. METHODOLOGY ................................................................................................ 21 4.1. Data collection and sample .............................................................................. 21 4.2. Measurement Instrument .................................................................................. 22 4.3. Statistical tools for data analysis ...................................................................... 22 5. RESULTS ............................................................................................................... 23 5.1. Demographics of the sample ............................................................................ 23 5.2. Reliability test (Cronbach Alpha) ................................................................... 27 5.3. Descriptive statistics ......................................................................................... 28 5.4. Hypotheses testing ........................................................................................... 31 6. CONCLUSIONS .................................................................................................... 36 7. LIMITATIONS AND DIRECTIONS FOR FURTHER RESEARCH ............. 41 REFERENCES ........................................................................................................... 43 APPENDICES ............................................................................................................ 51
en
heal.advisorName
Plakogiannaki, Emmanouela
en
heal.committeeMemberName
Moschis
en
heal.committeeMemberName
Plakogiannaki, Emmanouela
en
heal.committeeMemberName
Ziamou, Lilia
en
heal.academicPublisher
School of Economics, Business Administration and Legal Studies, MSc in Management
en
heal.academicPublisherID
ihu
heal.numberOfPages
65
heal.fullTextAvailability
true

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