Rolex Awuor Aluoch, Lehlohonolo Amos Masitenyane

Abstract

The organic products market is experiencing exponential growth owing to various factors that increase consumers’ desire to search for beneficial and less harmful products for their health and personal well-being. Aptly, the knowledge gap in understanding the factors that influence the Millennial consumer cohort’s attitudes to and purchase intention towards organic personal healthcare products (OPHP) in South Africa’s emerging market is gradually diminishing. This study investigates the effect of specific factors that influence consumers’ OPHP purchasing intention and their awareness of its uses and proceeds from the United Nations’ Sustainable Development Goals (UN SDGs) 3 and 12 narratives. A descriptive research design applying a cross-sectional survey approach to data collection was adopted. Data were collected from 305 respondents, using Smart PLS-SEM to examine the study’s constructs. The results revealed that the constructs of environmental concerns (EC), perceived product quality (PPQ), and perceived product knowledge (PPK) had significant and positive associations with consumers’ attitudes towards purchasing OPHPs. The study provides marketing practitioners with valuable insights that, from the developing South African healthcare market’s perspective, could help to increase consumer purchasing rates and contribute to the alleviation of global health epidemics and communicable diseases.