Survey the Effective Factor on Attitude & Purchase Intention of Organic Skin and Hair Care Products

Today, numerous illnesses by the consumption of chemical products caused people tend to consume natural products. Hence, in addition to respect environmental problems, companies have to care about consumer’s health in producing their products. The aim of present paper is to study the affecting factors on the intention of using skin and hair organic cosmetic products by using theory on planned behavior. In terms of this purpose, this is an applied research while it is a descriptive – survey (correlation) and a field study in terms of methodology nature. Needed information is gathered by a questionnaire while Pearson’s correlation, regression analysis and SPSS software packages are used to analyze data. To this end, a 384 – subject sample was estimated and for more confidence, 400 questionnaires were distributed among Arak’s citizens. Finally, 360 questionnaires were returned and analyzed. The findings indicate that attitude toward skin and hair organic cosmetic products, consumer’s perceived behavioral control and past pleasant experiences on consuming organic products impact on his/her intent to buy positively and directly while the hypothesis regarding the impact of consumer’s subjective norms on intent to buy skin and hair organic cosmetic products are not supported. Concerning research limitations, one can point that many people were unfamiliar with organic product terms despite of consuming it and it enforced the author to get them familiar with such products initially. Likewise, lack of organic cosmetic product shops made delays in questionnaire collection process. Finally, producers are recommended to take decisions and strategies to change consumers’ attitudes toward consuming skin and hair organic cosmetic products. By extending the theory of planned behavior, present paper studies affecting factors on skin and hair organic cosmetic products; so, it is considered as a novel study in this regard.