This paper aims at unpacking consumers’ psychological and sociological mechanisms involved in the purchase behavior of organic personal care products (PCPs). Building on the notion of social proof and the theory of planned behavior (TPB), the authors propose a conceptual model exploring the linkages between key drivers of PCPs purchase process – namely, hedonic, environmental, and health values, along with product knowledge – and their purchase attitude and intention to use. Moreover, the framework hypothesizes social reassurance, perceived quality and convenience, risk reduction, and information adoption as mediating variables of the aforementioned relationships. The model is tested on a sample of 311 customers of PCPs. Structural equation modeling (SEM) is used to empirically test the hypotheses. The results provide interesting implications to both theory and practice.

The role of social proofs: Investigating the buying process of organic Personal Care Products (PCPs) / Monica Faraoni; Lamberto Zollo. - ELETTRONICO. - (2020), pp. 1-20. (Intervento presentato al convegno EURAM 2020 - The Business of Now: the future starts here).

The role of social proofs: Investigating the buying process of organic Personal Care Products (PCPs)

Monica Faraoni;Lamberto Zollo
2020

Abstract

This paper aims at unpacking consumers’ psychological and sociological mechanisms involved in the purchase behavior of organic personal care products (PCPs). Building on the notion of social proof and the theory of planned behavior (TPB), the authors propose a conceptual model exploring the linkages between key drivers of PCPs purchase process – namely, hedonic, environmental, and health values, along with product knowledge – and their purchase attitude and intention to use. Moreover, the framework hypothesizes social reassurance, perceived quality and convenience, risk reduction, and information adoption as mediating variables of the aforementioned relationships. The model is tested on a sample of 311 customers of PCPs. Structural equation modeling (SEM) is used to empirically test the hypotheses. The results provide interesting implications to both theory and practice.
2020
European Academy of Management
EURAM 2020 - The Business of Now: the future starts here
Monica Faraoni; Lamberto Zollo
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/1187745
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact