The Factors Influencing Consumer On Purchasing Organic Skin Care Product In Thailand

The purpose of this paper is to study the various factors that influencing intention of consumer to purchase organic skin care product in Thailand,according to these past years,people are more concern about health and environment issue.This has an effect to purchasing behavior of each item,including skin care product.Theory of Planned Behavior(TPB)by Ajzen will be used to explain.The variables include health consciousness,environment consciousness,price consciousness,quality consciousness,media,society,attitude,subjective norm and intention to purchase organic skin care product.Survey method is used with 200 respondents in Bangkok,Thailand.After analysis,the result showed that health consciousness and environment consciousness have positive influence to attitude,while media and society have positive influence to subjective norm.Attitude and subjective norm have positive influence to intention to purchase organic skin care product.The important of the research is after factors are clarified,the market can come up with the strategy that involve health and environment concern of the consumer via social media and word-of-mouth to boost up the organic skin care sale,as well as helping farmer and helping the world to be more environmental friendly.