Green beauty: examining factors shaping millennials’ attitudes toward organic personal care products in South Africa

Purpose This study aims to explore the factors that influence millennials’ attitudes toward organic personal care products, focusing on the role of health consciousness, environmental concerns and quality perceptions. Design/methodology/approach An electronic, self-administered survey was used to collect 377 responses. The data analysis utilized partial least squares structural equation modeling (PLS-SEM). Findings The findings reveal that environmental concerns, health consciousness and perceived behavioral control play a significant role in shaping millennials’ attitudes toward organic personal care products, while the perceived quality of organic personal care products significantly influences their purchase intentions. Practical implications The results of this study provide valuable insights for personal care product manufacturers, retailers and marketers looking to target millennial consumers. By understanding the key factors that influence millennials’ attitudes and purchase intentions, marketers in the personal care product industry can tailor their strategies effectively. Social implications The study’s findings inform strategies that promote healthier and more environmentally conscious consumer behavior. This aligns with broader societal goals of promoting sustainability and health consciousness, contributing to a more environmentally and socially responsible consumer culture. Originality/value The study’s contribution lies in its focused exploration of the interplay between health consciousness, environmental concerns and quality perceptions on millennials’ attitudes toward organic personal care products.