The Role of Attitudes, Health and Environmental Awareness, and Marketing Communication on Purchasing Decisions of Organic Cosmetic Products
DOI:
https://doi.org/10.55164/ecbajournal.v17i3.276453Keywords:
Attitude, Environmental Awareness, Health Awareness, Integrated Marketing CommunicationsAbstract
This research aims to study attitudes, health, and environmental awareness, and marketing communication influencing consumers purchasing decisions for organic cosmetic products in Songkhla Province. The sample group consists of 250 consumers in Songkhla Province who have previously purchased organic cosmetics. A purposive sampling method was employed. For the analysis of causal relationship models. The study utilized the Partial Least Squares Structural Equation Modeling (PLS-SEM). The research results revealed that factors such as attitude, health awareness, environmental awareness, and advertising positively influence consumers purchasing consumers purchasing decisions. Meanwhile, publicity and public relations, personal selling, sales promotion, and direct marketing did not affect consumers’ purchasing decisions. This study highlights the importance of fostering positive attitudes through effective communication, impactful advertising planning, and the development of products and services that meet consumer needs, particularly those related to health. It also emphasizes the use of strategies focused on sustainability and environmental conservation as key approaches to capturing consumer attention, building trust, enhancing brand perception, and ultimately influencing purchase decisions. These elements can contribute to the long-term sustainability of the business.
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