Maria Esmeralda C Palaganas | City, University of London (original) (raw)

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Papers by Maria Esmeralda C Palaganas

This paper was presented at the 7th National Business and Management Conference [November 2019] o... more This paper was presented at the 7th National Business and Management Conference [November 2019] organized by the Ramon V. Del Rosario College of Business (RVRCOB) of De La Salle University (DLSU), Holy Angel University (HAU), and Philippine Academy of Management (PAoM).

Most people nowadays, especially women are dependent on the use of cosmetic products which are applied on the most sensitive part of the body - skin. The skin on the face is thinner and more susceptible to ultraviolet rays that can cause different types of skin disease and prone to aging. While choosing to wear makeup may help enhance one’s personal appearance and self-esteem, it also exposes the wearer to a range of health concerns. Thus, some manufacturers started producing organic based products that can help support a healthy- young looking skin. If the product is USDA certified organic, that means it is made of 95 percent or more of organic ingredients derived from plant sources. All of these ingredients were grown without pesticides, bioengineered genes, or petroleum-based fertilizers, which could be toxic to the environment. Also, these ingredients were farmed using organic farming methods that recycle sources and promote biodiversity. Natural products are simply derived from natural sources without added synthetic compounds (Nemiroff, 2019).

The goal of this research is to identify which factors will drive consumers of Metro Manila to consider purchasing organic based cosmetic products. Measures of the Theory of Planned Behavior variables made reference to target behavior of purchasing organic and green cosmetics was used. The psychological variables from the TPB theory was measured by deriving it from the previous research of Chung & Kim’s “Consumer Purchase Intention for Organic Personal Care Products” (2011). Measures ot TPB that has been applied previously to predict green consumer behavior has been confirmed (bamberg, 2003; Chan and Lau, 2001) to explain the antecedent of attitude, consumers’ past experiences as predictor of purchase intention / intention to buy.

The research provides insights for organic and green cosmetics by indicating attitude as the most important predictor to behavior intention or intention to buy organic and green products. The findings of this research suggest that creating a positive attitude toward buying organic personal care products may be a significant factor for retailers to increase consumers’ purchase intention of organic and green cosmetic products.
The research aims to identify what predicts a consumer in intention to buy green and organic cosmetics and which areas can be further improved for better customer acquisition for green and organic brands. The data for this study was collected from consumers via a survey distributed online.

The research shows the significant role of consumer values on the relationship between attitude and purchase intention to buy organic and green products. Meanwhile, a combination of improved Subjective Norm, Perceived Emotional Control and Attitude to Green and Organic Products will have an even higher behavioral intention or intention to buy organic and green products.

For future study, the researchers recommend to replicate the research with a more representative sample would be beneficial.

This paper was presented at the 7th National Business and Management Conference [November 2019] o... more This paper was presented at the 7th National Business and Management Conference [November 2019] organized by the Ramon V. Del Rosario College of Business (RVRCOB) of De La Salle University (DLSU), Holy Angel University (HAU), and Philippine Academy of Management (PAoM).

Most people nowadays, especially women are dependent on the use of cosmetic products which are applied on the most sensitive part of the body - skin. The skin on the face is thinner and more susceptible to ultraviolet rays that can cause different types of skin disease and prone to aging. While choosing to wear makeup may help enhance one’s personal appearance and self-esteem, it also exposes the wearer to a range of health concerns. Thus, some manufacturers started producing organic based products that can help support a healthy- young looking skin. If the product is USDA certified organic, that means it is made of 95 percent or more of organic ingredients derived from plant sources. All of these ingredients were grown without pesticides, bioengineered genes, or petroleum-based fertilizers, which could be toxic to the environment. Also, these ingredients were farmed using organic farming methods that recycle sources and promote biodiversity. Natural products are simply derived from natural sources without added synthetic compounds (Nemiroff, 2019).

The goal of this research is to identify which factors will drive consumers of Metro Manila to consider purchasing organic based cosmetic products. Measures of the Theory of Planned Behavior variables made reference to target behavior of purchasing organic and green cosmetics was used. The psychological variables from the TPB theory was measured by deriving it from the previous research of Chung & Kim’s “Consumer Purchase Intention for Organic Personal Care Products” (2011). Measures ot TPB that has been applied previously to predict green consumer behavior has been confirmed (bamberg, 2003; Chan and Lau, 2001) to explain the antecedent of attitude, consumers’ past experiences as predictor of purchase intention / intention to buy.

The research provides insights for organic and green cosmetics by indicating attitude as the most important predictor to behavior intention or intention to buy organic and green products. The findings of this research suggest that creating a positive attitude toward buying organic personal care products may be a significant factor for retailers to increase consumers’ purchase intention of organic and green cosmetic products.
The research aims to identify what predicts a consumer in intention to buy green and organic cosmetics and which areas can be further improved for better customer acquisition for green and organic brands. The data for this study was collected from consumers via a survey distributed online.

The research shows the significant role of consumer values on the relationship between attitude and purchase intention to buy organic and green products. Meanwhile, a combination of improved Subjective Norm, Perceived Emotional Control and Attitude to Green and Organic Products will have an even higher behavioral intention or intention to buy organic and green products.

For future study, the researchers recommend to replicate the research with a more representative sample would be beneficial.