| Abstract [eng] |
The main purpose of this master thesis is to identify the influence of consumers' internal factors that determine the intention to buy organic cosmetic products, taking into account the price of the product and trust in the manufacturer. The work consists of three main parts; the analysis of literature, the research and its results, conclusion and recommendations. The literature analysis section describes the definition and meaning of an organic product, the classification of factors that influence the intention of consumers to buy organic products (internal, social and external), as well as patterns of purchase intention in the context of organic products. The research model was developed based on the literature analysed in the first part. Also, the model was created based on the Theory of Planned Behavior model (Ajzen, 1985). In order to investigate the influence of price and trust in the manufacturer on the consumer's choice of organic cosmetics, the research compares two brands of different price levels - "Madara" and "Uoga Uoga". A quantitative method, an online survey, was chosen for the study. The SPSS program was used to statistically analyse the research's findings. The alignment of the Likert scales was assessed using Cronbach's Alpha; in every case, it was greater than 0.7, indicating that the scales were consistent. The results of the study showed that the main factors influencing consumers' attitude and intention to buy organic cosmetic products are the attitude to environmental problems, the 67 perception of appearance and beauty, and health care. Also, the high price of the product negatively affects the intention to buy organic cosmetic products. The study showed that trust in the manufacturer and brand reputation are relevant only for the respondents of the brand in the higher price category. The study also showed that the more favorable the attitude towards organic cosmetics, the greater the perceived behavioral control and the higher the subjective norms, the stronger the intention to buy organic cosmetics. Recommendations for future research and business strategy are also provided. For future research it is recommended to focus on the male demographic and and delve deeper into the problem of greenwashing. When creating a business marketing strategy for an organic cosmetic brand, it is most recommended to pay attention to the consumer's attitude to environmental issues. The author believes that the results of this work should help companies that sell organic cosmetic products to create marketing strategies. |
