Continuous Purchase Intention of Organic Personal Care Products: Evidence from India

This study was undertaken to understand the antecedents of continuous purchase intention (CPI) of organic personal care products (OPCPs). It draws on the theory of planned behavior and the stimulus–organism–response theory to build an integrative conceptual framework. Most past studies have been conducted in developed countries, where the organic products market is more evolved. Partial least squares path modeling was used to examine various relationships among a sample of 1,378 consumers in India who buy only OPCPs. Product knowledge (PK) is the strongest influencer of attitude which has a high impact on satisfaction which in turn affects CPI positively. PK has greater significance in developing countries which have a higher share of counterfeit and unbranded products. While many studies have been conducted on CPI of organic food, there are only a few on OPCP. Among these, studies on the CPI of OPCP in developing countries are scarce.