Understanding consumers' purchase intentions toward natural-claimed products: A qualitative research in personal care products

ALTAN Ş., KAZANÇOĞLU İ.

BUSINESS STRATEGY AND THE ENVIRONMENT, vol.28, no.6, pp.1218-1233, 2019 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 28 Issue: 6
  • Publication Date: 2019
  • Doi Number: 10.1002/bse.2312
  • Journal Name: BUSINESS STRATEGY AND THE ENVIRONMENT
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.1218-1233
  • Keywords: environmental practices, green claim, greenwashing, natural-claimed products, personal care industry, sustainable development, WILLINGNESS-TO-PAY, WORD-OF-MOUTH, ENVIRONMENTAL PERFORMANCE, MODERATING ROLE, PERCEIVED RISK, GREEN TRUST, SKEPTICISM, SERVICE, PRICE, CONSEQUENCES
  • Ankara Haci Bayram Veli University Affiliated: Yes

Abstract

In recent years there is a trend of consuming natural products for a sustainable and healthier life. Therefore, firms began aligning their strategy with sustainability by communication strategies that they produce natural products, which are better for health as well as the environmental sustainability. However, sometimes these claims may be deceptive. The purpose of this paper is to understand the consumers' purchasing intentions toward products claiming naturalness in their advertising and packaging strategies. This research also examined greenwashing perceptions and their potential roles in purchasing intentions. In-depth face-to-face interviews carried out with 20 Turkish women regarding personal care products (local brand and international brand). The findings of the interviews revealed eight themes (perceived greenwashing, perceived green image, price perception, environmental concern, green trust, skepticism, perceived risk, and purchase intention). This study contributes to predict a framework from consumer viewpoint for identifying the themes related to greenwashing.