Consumer purchase intention for organic personal care products

Purpose Using the theory of planned behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of organic personal care products, this study aims to consider further the moderating effect of perceived behavioral control on the attitude‐intention relationship. Design/methodology/approach An online survey was conducted with 207 online panel members, and multiple regression analysis was used to test the relationships among the variables. Findings The results indicate that environmental consciousness and appearance consciousness positively influence attitude toward buying organic personal care products. The addition of past experiences as a predictor of purchase…