Social influence, eco-literacy’s and perceived benefit impact on attitude and purchase intention of herbal cosmetics by generation Y cohort

Abstract

In today’s knowledge society, the promotion of herbal products and the subsequent consumer purchase of herbal products has been on the rise recently. This is mostly attributed to the growing believe that organic or natural products are safer to use and promote a health life style. In the same vein, the understanding of consumer motivations, attitudes and the purchase behaviour of herbal cosmetics purchase has attracted attention worldwide from both academicians and business practioners – especially marketing managers in the herbal cosmetic industry. The current study is one of the few studies in African context to investigate the predictors of consumer purchase intentions of herbal cosmetics in South Africa. This study sought to examine the effects of social influence, perceived benefits of herbal cosmetics on consumer attitude towards herbal cosmetics and their purchase intention. In total seven hypotheses were postulated and to empirically test these hypotheses a data set of 246 collected from Generation Y female cohort at the University of the Witwatersrand was used for the purpose. A structural equation modelling approach using AMOS 23 statistical software was used to empirically test the proposed seven hypotheses using the collected data set. The research findings supported all the proposed hypotheses in a significant way except one hypothesis H5 (eco-literacy and purchase intention relationship) which although positive - was insignificant. However, the results also indicated that eco-literacy has a significant influence on purchase intention via its effects on consumer attitude towards herbal cosmetics. Based on the current study findings, both academic and practical managerial contributions are made. On the academic front, new literature on a rarely researched subject of herbal cosmetics purchase intention predictors - in an oftenmost neglected research context – Africa context is generated. On the managerial front, recommendations on the possible strategies that can be adopted by marketing managers in the herbal cosmetic industry are provided based on the research findings. Finally, future research avenues are also proposed.