Sustainable consumption behaviour, values conscious purchase intention, and organic personal care products: extending customer values theory

The present study extends the determinants of theory of planned behaviour by incorporating perceived customer values that impact the customer attitude, and purchase intention for organic personal care products (PCP). The study aims to find out the role of customer values in attitude formation and purchase intention. The total 471 responses were received from the respondents selected through purposive sampling technique. PLS-SEM was used to test and validate the conceptual model. The results indicate that customer's values like health values, safety values, and social values have a significant positive effect on consumer attitude to purchase organic personal care products whereas environment values and hedonic values have positive but insignificant impact on consumer's attitude towards buying organic PCP. This study undertakes an untouched research area of organic PCP and extends the determinants of TPB incorporating various consumer perceived values. Further, this study contributes both theoretically and practically in the emerging literature.