INFLUENCING DECISION OF ORGANIC COSMETICS PURCHASING IN BANGKOK

Abstract

The rapid development of communication technology has significantly transformed consumer behavior, particularly in the organic cosmetics industry, where social media plays a crucial role in marketing and consumer engagement. Although the use of organic cosmetic products in Bangkok has been continuously growing, there is still a lack of research on the effective decision-making factors for promoting products through social media. This study aims 1. to examine the factors influencing the purchase decision of organic cosmetics and 2. to explain the effects of organic cosmetics on consumer behavior. To address this gap, the research focuses on analyzing the key factors that influence the promotion of the organic cosmetics industry through social media in Bangkok using a mixed-method approach, integrating both quantitative and qualitative methods. In the quantitative phase, data were collected from 400 participants and analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to explore causal relationships, while in the qualitative phase, in-depth interviews were conducted with 16 stakeholders, including entrepreneurs, distributors, government officials, and consumers, to validate and enrich the quantitative findings. This integration of methods enhanced the credibility of the research and provided a comprehensive overview of the factors driving social media engagement in the organic cosmetics market. The findings reveal that government policy, entrepreneurial credibility, marketing strategy, and service standards have significant effects on promoting the organic cosmetics industry via social media, with government policy exerting the strongest influence, followed by entrepreneurial credibility, underscoring the importance of policy support and brand trust. Furthermore, effective marketing strategies and high service standards contribute to increased consumer engagement and industry growth. This research provides valuable insights for businesses, policymakers, and marketers in refining strategies to promote organic cosmetics through social media, highlighting the need for collaboration between government agencies, entrepreneurs, and marketing strategists to establish a strong online presence, build consumer trust, and expand the organic cosmetics market in Bangkok, while also serving as a foundation for future research and the development of strategic policies for sustainable beauty marketing