An Exploratory Study to Identify the Gender-Based Purchase Behavior of Consumers of Natural Cosmetics

Consumers have become more open to the use of natural cosmetics. The production of natural cosmetics has grown in recent years because of demand from consumers who are concerned about skin health, product quality, and beauty. The presence of harmful chemicals in cosmetics has made consumers realize the importance of being “natural”. This paper focused on identifying the factors that influence Indian consumers’ purchase intentions and purchase behavior towards natural cosmetics. The theory of planned behavior (TPB) was used to study the purchase intentions and purchase behavior of male and female consumers of natural cosmetics. In India, there has, in recent years, been a growing demand among males for cosmetics and specifically natural cosmetics. We studied the differences between male and female consumers’ purchase intentions and purchase behaviors by using the structural equation modeling of SmartPLS 3.0. A study of 335 women and men in India revealed that Attitude towards Environment and Natural Cosmetics had a positive influence on Purchase Intention and, subsequently, Purchase Behavior. There was also a positive influence of Perceived Behavioral Control on Purchase Intention. Product Knowledge had an indirect impact on Purchase Intention through Attitude towards Environment and Natural Cosmetics, as well as an indirect impact on Purchase Behavior through Purchase Intention. Subjective Norms was the only factor that did not have a significant positive impact on Purchase Intention and Purchase Behavior. However, the influences of the variables on Purchase Intention and Purchase Behavior did not differ between male and female consumers, thereby offering evidence of the similarity between men and women in their natural cosmetics purchase behavior.