Determinants of purchase intention for natural sulfate-free hair products based on sidr (Ziziphus lotus): the case of consumers in the Sfax region of Tunisia

Abstract

This study analyzes the purchase intention of natural cosmetic products, specifically hair care products made with sidr, a traditional Tunisian ingredient known for its beneficial properties. It aims to identify the psychological, social, and contextual factors influencing this intention, with a particular focus on consumer attitudes, social norms, and perceived behavioral control. The central issue explores the role of perceived quality, brand awareness, and trust in natural ingredients in shaping this purchase intention. The research is based on the Theory of Planned Behavior and its recent extensions. A quantitative methodology was employed, using a questionnaire administered to a sample of Tunisian consumers. The results reveal that the perceived quality of sidr-based products and brand awareness are the main predictors of purchase intention. Moreover, social norms and perceived behavioral control act as significant moderating variables. This research contributes to a better understanding of consumer behavior regarding natural cosmetics in a local context. It offers practical insights for industry stakeholders to enhance the value of products made from local natural ingredients, strengthen brand awareness, and adjust communication strategies to increase consumer engagement.