A motivational model of organic cosmetic purchase intention among millennial students

• Main Authors: Labordo, Madelene F., Roxas, Jan C., Tsoi, Yvonne Y., Urbano, Raphael G.
• Format: text
• Language: English
• Published: Animo Repository 2018
• Subjects: Advertising > Cosmetics; Consumers' preferences; Consumer behavior
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/6191
• Institution: De La Salle University

The purpose of this research paper is to enhance on the model of purchase intention of millennials towards organic cosmetics supplemented by several notable authors (Akpan, 2016 Anvar & Marike, 2014 Barbaro-Forleo, Bergeron, & Laroche, 2011 Bohlen, Diamantopoulos, & Schlegelmich, 1996 Chan, 2001 Chaudri & Jain, 2009 Cheah & Phau, 2011 Chekima & et, 2015 Chung & Kim, 2011 East, Kalafatis, Pollard, & Tsogas, 1999 Ghazali, Soon, Mutum, & Nguyen, 2017 Han, Hsu, & Lee, 2009 Lin & Huang, 2012 Mage & Ragavan, 2012 Tna, Hong, & Lam, 2015). This study is mainly anchored on the exploratory study of Kapagianni (2006) as the conceptual framework used is adapted by the researchers. However, for this paper, the independent variables affecting purchase intention are divided into egoistic and altruistic motives. Convenience snowball method was utilized to get 371 DLSU undergraduate students to answer our survey questionnaire via Google forms and hard copies to our peers and requested to disseminate it to their fellow peers. Using multiple linear regression via Jamovi, 3 independent variables affecting purchase intention were found significant namely: environment consciousness, health consciousness, and appearance consciousness. With these results, it is recommended for cosmetic manufacturers and marketers to use the information gathered to their advantage on how to curate their products that will fit the standards of their target market to boost sales. For social entrepreneurs, the findings can be used to add more value to their products and incorporate the motivational factors that affect purchase intention into their strategies. The group wants future researchers to explore variables that can affect purchase intention of millennials towards organic cosmetics, and to consider respondents' willingness and ability to pay since organic cosmetics are generally more expensive than conventional products. To have a more in-depth analysis of this study, future researchers can also use other statistical tools.