Millennials and Organic Personal Care Products: Study of the Influence of Social Norms and Consumer Values on Purchase Intention using Exploratory Data Analysis

This study explores the determinants influencing millennials’ attitudes and purchase intentions toward organic personal care products. As consumers increasingly prioritize health consciousness, environmental sustainability, and ethical consumption, understanding the factors that shape purchasing behavior becomes essential. The study employs Exploratory Data Analysis (EDA), correlation analysis, multicollinearity testing, and Principal Component Analysis (PCA) on survey data collected from 100 millennials. Variables such as environmental awareness, moral values, brand credibility, and health consciousness were examined. The findings reveal that environmental consciousness and brand credibility show positive correlations with purchase intention, while health consciousness and moral values exhibit weak negative correlations. Variance Inflation Factor (VIF) analysis confirmed the absence of multicollinearity, ensuring the validity of the model. The study concludes that ecological and socially driven concerns influence millennials’ purchasing decisions, while trust and perceived authenticity remain critical determinants of consumer preference for organic personal care products. The findings provide valuable insights for marketers seeking to align their strategies with the values and expectations of this influential consumer segment.