Consumer buying behaviour Toward Green personal care products

The consumer's Theory of plan buying (TPB) help in investigate the effects of consumer's values and past experiences on his buying behavior with regard to green personal care products (PCP), this study aims to further consider the curbing effect of perceived behavioral control on the attitude & intention relationship. 206 members of an online panel participated in a survey performed online and multiple regression analysis was done on collected data. The results infer that green consciousness and body image awareness have a positive impact on attitudes toward obtaining green PCP. Erstwhile experiences work as a predictor of obtaining intention and perceived behavioural control as a moderator of the attitude-buy intention relationship were added to the TPB model to improve it. According to this study, Marketers may improve consumers' intents to buy the green personal care products by coming up with really unique and efficient marketing strategies that highlight the goodness of green beauty, product safety, and affordable prices. This study offers helpful vision into Haryana's consumer behaviour with regard to green personal care goods by inspecting the factors that molds consumers' attitudes toward purchasing the products and their intentions to acquire them. Additionally, by investigative the moderating role of apparent behavioural control on the attitude- intention link, this study builds on a TPB application.