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Abstract
This dissertation uses the Health Belief Model (HBM) to examine the influence of perceived seriousness, susceptibility, benefits, barriers, self-efficacy and cues to action on purchase intention toward natural and organic beauty products. This study aims to determine the likelihood of black women purchasing natural and organic products as a health-promoting behavior. A multimethod netnography was conducted using three methods. First, an online survey was conducted with 161 participants recruited in online beauty groups. Second, an online focus group was conducted with 11 of the survey participants. Then, social media mining was conducted as a supplemental data collection method. Pearsons correlation and multiple regression analysis were used to test the relationships among the variables in the quantitative study. Focus groups were analyzed using grounded theory coding methods. The results indicate that each construct of the HBM positively influenced purchase intentions toward natural and organic beauty products except for perceived barriers, which has a significant negative relationship to purchase intention. Lifestyle and perceived benefits were included in the best predictor model for each all product types except nail products. Knowledge and cues to action predictors were added to the best model for skin care and body care. Self-efficacy and perceived barriers were additional predictors of nail products. In addition to analyzing each HBM construct within the focus group data, an additional six themes emerged from the data to explain purchase intentions. This study suggests that beauty product manufacturers should develop affordable and accessible ethnic beauty product lines, educational programs and marketing strategies that emphasize health, natural and organic ingredients and product safety to address the specific needs and skin tones of black women. This study provides valuable insight into black womens consumer behavior regarding natural and organic beauty products by examining their health beliefs, relevant cues to action, knowledge, lifestyle and level of self-efficacy as factors that influence purchase intentions. Furthermore, this study extends the application of the HBM to the field of eco-beauty merchandising studies.