Understanding consumer behaviour towards toxic chemical-free cosmetics using Schwartz values - a study from India

In last few years, a new trend has emerged with consumers' increased concern about ingredients in cosmetics. As a result, the cosmetic companies are looking to launch natural, organics or 'free-of' cosmetics. However, just introduction of the new products will not serve the purpose. A discussion on consumer values, that represent the most abstract cognitions and serve as standards for evaluating attitudes, beliefs, and behaviour, is very relevant in today's context. This study combines the theory of reasoned action (TRA) and Schwartz values to assess the impact of consumers' buying intention. The results of the current study indicate that personal values affect consumers' attitude towards toxic chemical free cosmetics. Out of the four values, self-enhancement is the most influencing value which impacts attitude of Indian consumers towards toxic chemical free cosmetics. Further, attitude is found to be significantly influencing the willingness to purchase toxic chemical free cosmetics. The study also discusses managerial implications of the study in order to suggest the marketers what insights can be drawn from the study.