Buying Motives of Herbal Skin Care Products: The Case of Generation Y in Bangladesh

A growing number of consumers are shifting their purchasing habit from conventional skin care products to herbal skin care products. Responding to this, many conventional skin care manufacturers are now opening a new branch in their skin care product lines, and labeling it as “herbal” to grab this promising market. A number of studies have already been conducted on different aspects of herbal product consumption, in general. This paper focuses on an effort to determine the factors that are likely to influence customers to buy and consume herbal skin care products. This study used a mixed method approach, and henceused focus group and survey techniques. The findings of this study suggest that the marketing mix elements relating to herbal skin care products have an impact on the buying motives of generation Y in Bangladesh and this relationship is mediated by consumer values in herbal skin care products. The findings of this study would be useful for a large scale study and further generalization of the model.