Review on Analysis of Factors Influencing Customers’ Purchase Intention towards Organic Cosmetic Care Products in Sri Lanka

Abstract

Introduction: Cosmetic use dates back to ancient civilizations, where natural ingredients were used for beauty and health benefits. With industrialization, synthetic cosmetics gained popularity but raised concerns over their harmful effects, leading to renewed consumer interest in organic alternatives. Objective: The study aims to examine factors influencing the purchase intention of organic cosmetic care products, focusing on consumer attitudes, knowledge, health consciousness, social influence, and past experiences. Methodology: This research is grounded in the Theory of Planned Behavior and Social Learning Theory to examine consumer behavior. Moreover, many scholarly works are referred to for this research. This study reviews existing literature to analyze relationships among consumer attitudes, knowledge of organic cosmetics, perceived health benefits, social influence, and prior experiences. These relationships were used to develop a conceptual model explaining purchase intention. Results: Findings indicate that consumer attitude is the most influential factor driving purchase intention, largely shaped by beliefs in product safety, natural composition, and environmental friendliness. Greater knowledge of organic ingredients and awareness of the harmful effects of synthetic cosmetics build consumer trust and encourage purchasing. Health consciousness significantly motivates the preference for chemical-free options. Social influence, especially peer and family recommendations, enhances adoption, while previous positive experiences with organic cosmetic products reinforce loyalty and repurchase behavior. Conclusion: Purchase intention toward organic cosmetics is primarily driven by positive attitudes, knowledge, health awareness, social support, and favorable past experiences. The growing preference for organic products reflects increasing concern for personal well-being, effectiveness, and eco-friendliness. To expand the market, brands should focus on consumer education, product quality, and building lasting trust through positive consumer experiences.