National Academy of Agricultural Sciences (NAAS)
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PRINT ISSN : 2319-7692
Online ISSN : 2319-7706 Issues : 12 per year Publisher : Excellent Publishers Email : editorijcmas@gmail.com / submit@ijcmas.com Editor-in-chief: Dr.M.Prakash Index Copernicus ICV 2018: 95.39 NAAS RATING 2020: 5.38 |
Consumers have several motives. Only a few motives prompt the consumer to buy a product or service. It is important for the marketer to understand how consumer attitude influencing their final products purchase. Using the Theory of Planned Behavior (TPB), this study aims to explain the consumer attitude towards purchasing herbal personal care products. Partial Least Square method was used to analyze the sample respondents. From results, the additional construct, consumer knowledge is the factor which influenced the purchase of herbal personal care products. As a marketer, information about the products should be widespread in public through proper advertisements and various ways of social media to reach the consumers in order to increase the consumer knowledge.
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