Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products

Abstract

In recent years there is a trend of consuming natural products for a sustainable and healthier life. Therefore, firms began aligning their strategy with sustainability by communication strategies that they produce natural products, which are better for health as well as the environmental sustainability. However, sometimes these claims may be deceptive. The purpose of this paper is to understand the consumers' purchasing intentions toward products claiming naturalness in their advertising and packaging strategies. This research also examined greenwashing perceptions and their potential roles in purchasing intentions. In‐depth face‐to‐face interviews carried out with 20 Turkish women regarding personal care products (local brand and international brand). The findings of the interviews revealed eight themes (perceived greenwashing, perceived green image, price perception, environmental concern, green trust, skepticism, perceived risk, and purchase intention). This study contributes to predict a framework from consumer viewpoint for identifying the themes related to greenwashing.

The Influence of Green Skepticism, Environmental Knowledge and Environmental Concern on Generation Z's Green Purchase Intentions in Indonesia

“…This indicates that the more people feel concerned about the environment the more they have high intention to purchase green product. This finding is in correspondence with (Albayrak, Aksoy & Caber, 2013;Butt, 2017;Kahraman & Kazançoğlu, 2019) that stated consumers with environmental concern tend to purchase environmentally friendly product. Furthermore, (Yadav & Pathak, 2016) stated that environmental concern significantly influences green purchase intention among youth in India while (Maichum et al, 2017) stated that environmental concern has significant influence on green purchase intention among young generation in Thailand.…”

Impact of green manufacturing on consumer ecological behavior: Stakeholder engagement through green production and innovation

“…Wang & Bernell, 2013). Firms must incorporate green capabilities by pursuing green environmental manufacturing practices to appeal green consumers to achieve a competitive edge, customer loyalty, and green image (Deif, 2011;Follows & Jobber, 2000;Ghazali et al, 2017;Kahraman & Kazanço glu, 2019;Pampanelli et al, 2014;Rehman et al, 2016;Singh et al, 2019;Xie, Zhu, & Wang, 2019). Based on the above discussion and theoretical support, this study sought to add a shred of empirical evidence by revealing the relationships among GMP, GPI, and ECCB with the following hypotheses.…”

The extended theory of planned behavior in Turkish customers' intentions to visit green hotels

“…Jay Westerveld described the hypocrisy of hotels that describe towel re‐use programs as an example of being a green hotel (Pearson, ); in fact, they implemented this to save money. Companies should be aware of these types of misleading activities and avoid implementing these communication failures, which were conducted for financial aims but shown as false and misleading communication activities (Jansson, Nilsson, Modig, & Hed Vall, ; Kahraman & Kazancoglu, ; Seele & Gatti, ; Testa, Miroshnychenko, Barontini, & Frey, ).…”