IMPACT OF HEALTH AWARENESS AND ECOLOGICAL AWARENESS OF WOMEN AS CONSUMERS ON PURCHASING NATURAL BEAUTY PRODUCTS

The aim of this paper is to explore and analyze how health awareness and environmental awareness affect the purchase and consumption of beauty products among woman. The results of this research can contribute to a better understanding of desires, needs, attitudes and lifestyle of this market segment. The paper explores the impact of health awareness and environmental awareness of women as consumers on woman’s involvement in the buying process of beauty products, the frequency of that purchase, and the importance of the features of natural beauty products. The study determined significant impact of health awareness and environmental awareness of women as consumers on purchase of natural beauty products in Croatia. The results show that health awareness and environmental awareness positively affect the importance of the features of natural beauty products which why women are highly involved in the process of buying such products. Analysis shows if health awareness of women are high than the involvement in the purchase and frequency of beauty products purcahsing is high too.