Exploring Continuous Purchase Intention for Organic Personal Care Products: Insights from Dr. Deepak Halan’s Research

In a world where consumer preferences are increasingly shifting towards sustainability and natural products, Organic Personal Care Products (OPCPs) have carved out a significant niche in the personal care industry. Dr. Deepak Halan’s recent research paper, “Continuous Purchase Intention of Organic Personal Care Products: Evidence from India” sheds light on the dynamics driving consumer behavior in this burgeoning market. Here’s an in-depth look at OPCPs, the findings of Dr. Halan’s study, and their broader implications.

Understanding Organic Personal Care Products (OPCPs)

What Are OPCPs?

OPCPs are personal care items that are formulated with natural and organic ingredients, free from synthetic chemicals and harmful additives. They include a range of products such as skincare, haircare, body care, and cosmetics. Unlike conventional personal care products, OPCPs use ingredients derived from plants, minerals, and essential oils and often carry certifications like USDA Organic or Ecocert to ensure adherence to organic standards.

Key Characteristics of OPCPs:

• Natural Ingredients: Derived from plants and minerals, avoiding synthetic pesticides and GMOs.
• Organic Certification: Certified by recognized bodies, ensuring strict organic content and sustainable practices.
• No Harmful Chemicals: Free from parabens, sulfates, and synthetic dyes.
• Eco-Friendly Packaging: Utilizes recyclable materials and sustainable production practices.

Why Are OPCPs Important?

• Health Benefits: Gentle on skin and hair, reducing the risk of irritation and allergies.
• Environmental Impact: Supports sustainable farming and minimizes pollution through eco-friendly packaging.
• Consumer Awareness: Meets the growing demand for transparency and natural ingredients.
• Market Growth: Driven by increasing consumer knowledge and preference for organic options.

Challenges and Opportunities:

• Cost: Higher price points due to organic ingredients and sustainable practices.
• Authenticity: Need for clear labeling and certification to combat counterfeit products.
• Education: Importance of consumer education on the benefits and differences of OPCPs.

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Insights from Dr. Deepak Halan’s Research

Dr. Halan’s study, conducted with a sample of 1,378 consumers in India, employs Partial Least Squares Path Modeling (PLS-SEM) to explore the antecedents of continuous purchase intention (CPI) for OPCPs. This research is pivotal in understanding consumer behaviour in the context of a developing country, where the market for OPCPs is still emerging.

Central Theme and Importance:

The research builds on the Theory of Planned Behavior and the Stimulus-Organism-Response Theory to develop a conceptual framework for the CPI of OPCPs. While previous studies have largely focused on organic food, Dr. Halan’s work fills a critical gap by investigating OPCPs in developing markets like India. The study highlights the significant role of Product Knowledge (PK) in shaping attitudes towards OPCPs, which in turn influences satisfaction and CPI.

Key Findings and Implications:

• Product Knowledge (PK) as a Key Influencer: PK emerged as the strongest factor affecting consumer attitudes towards OPCPs. In developing countries, where the market may be cluttered with counterfeit products, enhancing consumer knowledge through certification and transparent communication is crucial.
• Impact on CPI: The study reveals that while PK positively impacts CPI, hedonic and utilitarian values have distinct effects on purchase and continuance intentions. Hedonic value influences continuance intention, whereas utilitarian value impacts purchase intention.
• Practical Recommendations: For businesses looking to expand in the OPCP market, focusing on educating consumers about product authenticity and benefits is essential. Brands should leverage certifications and transparent communication to build trust and drive continuous purchase behavior.

Challenges and Resilience:

Dr. Halan’s journey with this research was not without challenges. Despite facing multiple rejections and delays, the persistence in refining the paper based on feedback highlights the rigorous process behind scholarly research.

Educational and Industry Relevance:

Dr. Halan’s research is a testament to the ongoing evolution of academic knowledge and its relevance to industry practices. At Jaipuria Institute of Management, where Dr. Halan is a Professor, such research not only enhances the academic curriculum but also bridges the gap between theoretical knowledge and practical industry needs. This dynamic interplay between education and industry ensures that students are equipped with the latest insights and trends, fostering a deeper understanding of emerging market phenomena.

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“Our study ‘Continuous Purchase Intention of Organic Personal Care Products: Evidence from India’ published in the Journal of International Consumer Marketing underscores the evolving landscape of consumer preferences. I am confident that our research will provide valuable insights for students, academics, and businesses alike, paving the way for more informed and effective strategies in the OPCP market.” Says Dr. Halan.

Explore Dr. Halan’s research and its impact on the field of marketing through this link

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