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

Consumers have become more open to the use of natural cosmetics. The production cosmetics has grown in recent years because demand from consumers who are concerned about skin health, product quality, and beauty. presence harmful chemicals made realize importance being “natural”. This paper focused on identifying factors that influence Indian consumers’ purchase intentions behavior towards theory planned (TPB) was used study male female In India, there has, years, been a growing among males for specifically We studied differences between behaviors by using structural equation modeling SmartPLS 3.0. A 335 women men India revealed Attitude Environment Natural Cosmetics had positive Purchase Intention and, subsequently, Behavior. There also Perceived Behavioral Control Intention. Product Knowledge an indirect impact through Cosmetics, as well Behavior Subjective Norms only factor did not significant However, influences variables differ consumers, thereby offering evidence similarity their behavior.