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

Simple item page
dc.contributor.authorKahraman, A
dc.contributor.authorKazancoglu, I
dc.date.accessioned2024-07-18T11:54:09Z
dc.date.available2024-07-18T11:54:09Z
dc.description.abstractIn 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.
dc.identifier.issn0964-4733
dc.identifier.other1099-0836
dc.identifier.urihttp://akademikarsiv.cbu.edu.tr:4000/handle/123456789/6160
dc.language.isoEnglish
dc.publisherWILEY
dc.subjectWILLINGNESS-TO-PAY
dc.subjectWORD-OF-MOUTH
dc.subjectENVIRONMENTAL PERFORMANCE
dc.subjectMODERATING ROLE
dc.subjectPERCEIVED RISK
dc.subjectGREEN TRUST
dc.subjectSKEPTICISM
dc.subjectSERVICE
dc.subjectPRICE
dc.subjectCONSEQUENCES
dc.titleUnderstanding consumers' purchase intentions toward natural-claimed products: A qualitative research in personal care products
dc.typeArticle

Files

Collections

Web of Science Koleksiyonu