The Effects of Consumer Knowledge and Values on Attitudes and Purchase Intentions : A Quantitative Study of Organic Personal Care Products Among German Female Consumers

Abstract:

The purpose of this study was to examine the effect of different types of consumer knowledge and values on their attitude towards buying organic personal care products and their purchase intentions of organic personal care products. The aim was to make a theoretical contribution to the research area of consumer behaviour in the context of organic products. As no research had been conducted on how different types of consumers’ knowledge affect their attitudes towards buying organic products and their purchase intentions of organic products, this study aims to address this research gap. In addition, while previous studies have mainly focused on organic foods this study aims to enhance knowledge about the little researched sector of organic personal care products.