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@article{192773,
        author = {Dr. S. Poongodi and S. Barathi},
        title = {PSYCHOSOCIAL DETERMINANTS OF WOMEN CONSUMERS’ PURCHASE BEHAVIOUR TOWARDS HERBAL COSMETIC PRODUCTS IN ERODE DISTRICT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {4575-4580},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192773},
        abstract = {The increasing preference for herbal cosmetic products reflects a broader shift toward health-conscious and sustainable consumption, particularly among women consumers. This study examines the psychosocial determinants influencing women consumers’ purchase behaviour towards herbal cosmetic products in Erode District. Using a descriptive and analytical research design, primary data were collected from 250 women consumers through a structured questionnaire. The study employs a robust multivariate analytical framework comprising Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) to identify latent psychosocial constructs, validate the measurement model, and examine the structural relationships between these determinants and purchase behaviour. The results of EFA reveal three dominant psychosocial dimensions, namely psychological factors, social influence, and perceived product attributes. CFA confirms the reliability and validity of the identified constructs, with satisfactory model fit indices. SEM findings indicate that psychological factors exert the strongest influence on purchase behaviour, followed by perceived product attributes and social influence, all of which demonstrate statistically significant positive effects. The study provides localized empirical evidence highlighting the complex interplay of psychological and social factors in shaping women’s buying decisions for herbal cosmetic products. The findings offer valuable insights for marketers, manufacturers, and policymakers to design consumer-centric strategies that align with women’s preferences, enhance product acceptance, and promote sustainable consumption practices within the herbal cosmetic industry.},
        keywords = {Psychosocial Factors; Women Consumers; Herbal Cosmetic Products; Purchase Behaviour; Structural Equation Modeling.},
        month = {February},
        }