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

With a focus 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 335 women and men consumers of natural cosmetics. Upon analysing the results, it was concluded that perceived behavioral control on purchase intention and product knowledge as well as awareness about natural and environmentally-friendly cosmetics highly influences the purchasing behaviour.