Impact of Demographic Factors on Purchase Intention of Organic Skin Care Products: A Study in Select Cities of India

Abstract

Global organic skin care industry is expected to register a phenomenal growth in the next five years due to increasing popularity of healthier lifestyle. Surprisingly, most existing literature is limited to organic food or personal care products. This study is a pioneering attempt to profile Indian users of organic skin care products. Demographic relationship with purchase intention was empirically tested. Employing regression analysis, the findings revealed that personal income and education have significant influence on intention to buy organic beauty/ skin-care products. Results of this study have crucial theoretical and practical implications for marketers of organic skin care industry as it will give them an insight regarding Indian consumers of organic skin care products. Firms can develop effective marketing strategies for organic skin care products focusing on the key demographic influences by pondering over the results of this study.