Effect of “Herbal Cosmetic” “Product Quality Perception” on “Purchase Intention”: Mediating Role of “Consumer Trust"

Abstract

The need to understand the factors affecting consumers' “purchase intentions” has risen due to the increasing demand for “cosmetic products” that are herbal. This study explores how Perception of Quality of a “Herbal Cosmetic Product” mediate the relation among ”Perception of Quality” and “Purchase Intention with Consumer Trust” as a “mediating variable”. The study was based on the “Theory of Planned Behavior (TPB)” which describes the link among consumer beliefs and evaluations and behaviour intentions. A “quantitative research method” was used and a standardised questionnaire were used to collect data from 250 consumers who had knowledge about herbal cosmetics product. The data has been analyzed by using “Partial Least Squares Structural Equation Modelling (PLS-SEM)” Software, SmartPLS 4. The results highlighted that “Product Quality Perception” had a significant positive impact on “Consumer Trust and Purchase Intention”. “Consumer Trust” was also positively related to “Purchase Intention”. In addition, the “mediation analysis” revealed that “Consumer Trust” partially mediated the link between “Product Quality Perception” and “Purchase Intention”. Based on these findings, consumers tend to buy herbal cosmetics products if they believe its products are high quality and they have confidence in claims and performance. The research adds to the body of literature regarding consumer behavior and offers practical guidance to herbal cosmetic companies that want to boost consumers' confidence and willingness to buy using product quality.