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@article{191786,
        author = {Dr.P.PARIMALADEVI and Ms.S.POONGODI},
        title = {WOMEN'S WELLNESS AND SELF-CARE ATTITUDES: IMPACT ON ORGANIC PRODUCT PURCHASES- A STUDY IN ERODE CITY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {8177-8181},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191786},
        abstract = {In recent years, there has been a noticeable shift in consumer behavior, with women increasingly prioritizing wellness and self-care in their daily lives. This trend has led to a growing preference for organic personal care products, which are perceived as safe, chemical-free, and environmentally sustainable. Understanding the attitudes of women toward wellness and self-care is crucial, as these attitudes significantly influence their purchase decisions and brand preferences.
This study investigates the impact of women’s wellness and self-care attitudes on the consumption of organic personal care products in Erode City. The research aims to identify the factors motivating women to choose organic products, explore their awareness and perception of product benefits, and examine the role of demographic and psychographic variables in shaping purchasing behavior. A descriptive research design was adopted, and primary data were collected through structured questionnaires from a representative sample of women across different age groups, educational backgrounds, and income levels.
Findings indicate that women with strong wellness and self-care orientations are more likely to prefer organic products due to their perceived health benefits, natural ingredients, and safety. Additionally, social influences, product availability, and brand reputation further guide purchase decisions. The study highlights that awareness and education regarding organic products can enhance positive attitudes and adoption among women consumers.
The insights from this study are valuable for marketers, retailers, and policymakers, offering strategies to promote organic personal care products while addressing the evolving wellness-focused preferences of women in urban markets like Erode City.},
        keywords = {Consumer, organic, wellness, self-care attitudes, environmentally, brand reputation.},
        month = {January},
        }