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International Journal of Current Microbiology and Applied Sciences (IJCMAS)
IJCMAS is now DOI (CrossRef) registered Research Journal. The DOIs are assigned to all published IJCMAS Articles.
Index Copernicus ICI Journals Master List 2018 - IJCMAS--ICV 2018: 95.39 For more details click here
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National Academy of Agricultural Sciences (NAAS)
NAAS Score: *5.38 (2020)
[Effective from January 1, 2020]
For more details click here

ICV 2018: 95.39
Index Copernicus ICI Journals Master List 2018 - IJCMAS--ICV 2018: 95.39
For more details click here

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Original Research Articles

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

Int.J.Curr.Microbiol.App.Sci.2020.9(8): 3290-3296
DOI: https://doi.org/10.20546/ijcmas.2020.908.376


A Study on Consumer Purchasing Behavior towards Herbal Products using Theory of Planned Behavior (TPB)
Nivetha*, K. Uma and P. Flowrine Olive
Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore – 641003, India
*Corresponding author
Abstract:

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.


Keywords: Consumer attitude, Herbal products, Theory of planned behavior, Partial least square method
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How to cite this article:

Nivetha, T., K. Uma and Flowrine Olive, P. 2020. A Study on Consumer Purchasing Behavior towards Herbal Products using Theory of Planned Behavior (TPB).Int.J.Curr.Microbiol.App.Sci. 9(8): 3290-3296. doi: https://doi.org/10.20546/ijcmas.2020.908.376