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

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  • Aysun Kahraman
  • İpek Kazançoğlu

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.

Suggested Citation

  • Aysun Kahraman & İpek Kazançoğlu, 2019. "Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1218-1233, September.
    • Handle: RePEc:bla:bstrat:v:28:y:2019:i:6:p:1218-1233
    DOI: 10.1002/bse.2312
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    5. Sae Eun Lee & Kyu-Hye Lee, 2024. "Environmentally sustainable fashion and conspicuous behavior," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.
    6. Habib, Muhammad Danish & Attri, Rekha & Salam, Mohammad Asif & Yaqub, Muhammad Zafar, 2025. "Bright and dark sides of green consumerism: An in-depth qualitative investigation in retailing context," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    7. Andrea Mezger & Pablo Cabanelas & Mª. Jesús López‐Miguens & Francesca Cabiddu & Klaus Rüdiger, 2020. "Sustainable development and consumption: The role of trust for switching towards green energy," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3598-3610, December.
    8. Emel Yarimoglu & Tugrul Gunay, 2020. "The extended theory of planned behavior in Turkish customers' intentions to visit green hotels," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1097-1108, March.
    9. Christodoulou, P. & Psillaki, M. & Sklias, G. & Chatzichristofis, S.A., 2023. "A blockchain-based framework for effective monitoring of EU Green Bonds," Finance Research Letters, Elsevier, vol. 58(PB).
    10. Salomé Areias & Antje Disterheft & João Pedro Gouveia, 2023. "The Role of Connectedness in Pro-Environmental Consumption of Fashionable Commodities," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    11. Trieste, Leopoldo & Turchetti, Giuseppe, 2024. "The nature, causes, and effects of skepticism on technology diffusion," Technological Forecasting and Social Change, Elsevier, vol. 208(C).
    12. Chih-Cheng Chen & Raditia Yudistira Sujanto & Ming-Lang Tseng & Anthony S. F. Chiu & Ming K. Lim, 2021. "How Is the Sustainable Consumption Intention Model in Food Industry under Preference Uncertainties? The Consumer Willingness to Pay on Recycled Packaging Material," Sustainability, MDPI, vol. 13(21), pages 1-22, October.
    13. Jianhua Zhu & Taiwen Feng & Ying Lu & Wenbo Jiang, 2024. "Using blockchain or not? A focal firm's blockchain strategy in the context of carbon emission reduction technology innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 33(4), pages 3505-3531, May.
    14. Irfan Hameed & Zeeshan Hyder & Muhammad Imran & Kashif Shafiq, 2021. "Greenwash and green purchase behavior: an environmentally sustainable perspective," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13113-13134, September.
    15. Mostaghel, Rana & Chirumalla, Koteshwar, 2021. "Role of customers in circular business models," Journal of Business Research, Elsevier, vol. 127(C), pages 35-44.

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