engleski

CONSUMER PURCHASE FEATURES TOWARD NATURAL COSMETICS IN ONLINE ENVIRONMENT

The trend of natural cosmetics is increasing round the world as consumers are becoming more aware of the benefits of natural products. The aim of this study is to identify the consumer attitudes towards natural cosmetic products. Also, the paper determines the consumer purchase intention towards product of natural cosmetics and the features of pre purchase consumer behaviour in online environment. The data was collected online survey research conducted in March and April 2015 on a sample of 204 respondents in the Dubrovnik-Neretva County. The descriptive and inferential statistics were used. The results suggest that most consumers have positive attitude towards products of natural cosmetics. However, the survey also found that consumers are not inclined to purchasing products of natural cosmetics in online environment. Furthermore, the results of correlation analysis indicate statistically significant, moderately strong relation between attitude toward natural cosmetics and consumers’ pre-purchasing behavior toward natural cosmetic products.

consumer purchase intentions, consumer attitudes, pre purchase behavior, natural cosmetics, online environment

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