2024, Vol. 5, Issue 1, Part I
Drivers of repurchase intention for organic and natural cosmetics in India
Author(s): Malar Mathi Krishnan and Kanipriya Radhakrishnan
Abstract: Purpose: The Purpose of the study is to develop a framework to explore the influence of perceived quality, emotional value, and green perceived risk on repurchase intention. This paper aims to clarify the role of perceived value in enhancing the repurchase intentionDesign/Methodology/Approach: The paper opted for a descriptive study using a close-ended and structured questionnaire. A total of 210 questionnaires were found fit for analysis. The respondents are Indian consumers who have used natural and organic cosmetics. This research employs an empirical study to verify the hypothesis and explore its managerial implications. Structural Equation Modelling (SEM) is applied to verify the research framework.Findings: The interrelationship among quality, superiority, acceptability, and confidence enhances repurchase intention. Emotional value plays a significant role in predicting willingness to buy. This investigation proves that green perceived risk has a negative association with perceived value.Practical Implications: The purchase of organic and natural cosmetics is significantly influenced by the pursuit of a healthy lifestyle and environmental awareness. Customers are far more likely to purchase a product if they are familiar with its uses and feel that it is fit for their bodies.Originality/Value: The paper extends erudite knowledge and literature in the field of consumer behaviour toward organic and natural cosmetics.
DOI: 10.22271/27084515.2024.v5.i1i.320
Pages: 709-715 | Views: 34 | Downloads: 12
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How to cite this article:
Malar Mathi Krishnan, Kanipriya Radhakrishnan. Drivers of repurchase intention for organic and natural cosmetics in India. Asian J Manage Commerce 2024;5(1):709-715. DOI: 10.22271/27084515.2024.v5.i1i.320
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