Asia has one of the fastest growing markets for natural and organic cosmetics driven by rising consumer awareness, changing lifestyles, increasing disposable income, and rising health and environmental concerns. Despite the increasing sales trend of natural cosmetics intrigued researchers’ interests, prior research on consumer purchasing behaviour with regard to natural cosmetics in Asian population is lacking. Without an in-depth understanding of consumer behaviour for this product category, it is difficult to create and implement effective marketing strategies to keep sustainable growth in this region. Therefore, this study aims to examine the Asian consumer’s decision-making process for natural cosmetics based on the extended Theory of Planned Behaviour (TPB) involving antecedent factors: customer value, familiarity, and media influence. Using data from 571 Asian respondents, this study applies Structural Equation Modeling technique with confirmatory factor analysis for testing relationships. This study also compares the behaviour of two major respondents, Indonesian and Taiwanese. This study finds attitude, social influence, and perceived behavioural control have a significant influence on purchase intention toward natural cosmetic. Purchase intention has a significant influence on actual purchase. Customer value has a significant positive influence on attitude. Familiarity and media influence yield indirect effect on purchase intention. Familiarity found to have a significant direct effect on actual purchase. These findings indicate the important role of familiarity and media influence to drive purchase intention toward natural cosmetics. These insights may provide a basis for further research and for firms to develop effective strategies for natural cosmetics in Asia market.

Asia has one of the fastest growing markets for natural and organic cosmetics driven by rising consumer awareness, changing lifestyles, increasing disposable income, and rising health and environmental concerns. Despite the increasing sales trend of natural cosmetics intrigued researchers’ interests, prior research on consumer purchasing behaviour with regard to natural cosmetics in Asian population is lacking. Without an in-depth understanding of consumer behaviour for this product category, it is difficult to create and implement effective marketing strategies to keep sustainable growth in this region. Therefore, this study aims to examine the Asian consumer’s decision-making process for natural cosmetics based on the extended Theory of Planned Behaviour (TPB) involving antecedent factors: customer value, familiarity, and media influence. Using data from 571 Asian respondents, this study applies Structural Equation Modeling technique with confirmatory factor analysis for testing relationships. This study also compares the behaviour of two major respondents, Indonesian and Taiwanese. This study finds attitude, social influence, and perceived behavioural control have a significant influence on purchase intention toward natural cosmetic. Purchase intention has a significant influence on actual purchase. Customer value has a significant positive influence on attitude. Familiarity and media influence yield indirect effect on purchase intention. Familiarity found to have a significant direct effect on actual purchase. These findings indicate the important role of familiarity and media influence to drive purchase intention toward natural cosmetics. These insights may provide a basis for further research and for firms to develop effective strategies for natural cosmetics in Asia market.

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