Effectiveness of "word of mouth" on purchase intention of organic personal care products

Abstract

With people becoming more aware of the dangers of chemical formulations, the organic personal care industry in India is rapidly growing among all consumer groups. The export rate of ayurvedic and herbal items has risen dramatically in recent years, affecting the worldwide organic market. Organic products have a high potential of increasing their purchasing intent due to the rising increase of organic items. This study aims to answer the management decision problem of organic personal care products, which is how to increase word of mouth and purchase intention of organic personal care products. The primary goal of this marketing study was to determine the elements that influence word of mouth and ultimately purchase intention of organic products. Qualitative research was undertaken to find the factors, and hypotheses were established to investigate the relationship between the elements. A survey was conducted to acquire information on these characteristics. We used a range of data analysis approaches, such as Factor Analysis, Regression, ANOVA, and others, to derive conclusions on the goals we set out to investigate. On the basis of our data analysis, we were able to deduce some facts about organic personal care products category. According to the results of the study, attitudes, satisfaction, and trust in organic products are all positively associated to purchase intention and WOM intention. As a result, the more favourable customer attitudes are, the more satisfied they are, and the more trust they have in organic products, the bigger the intention for WOM and the higher the repurchasing rate, providing a clear incentive for third-party purchases. The study concludes with its limitations, along with recommendations to organic personal care products to increase their word of mouth and purchase intention.