Motivation of Thai Teenagers’ Consumers for Herbal Cosmetics

Abstract

          The objective of this research was to study the motivation of Thai teenagers' consumer for herbal cosmetics. The samples of
this study were 400 teenage consumers, aged 15 -24 years old. The instrument used to collect data was a questionnaire. Statistics used for data analysis include frequency, percentage, mean, standard deviation, t-test, and One Way ANOVA. The level of statistical
significance was at 0.05.

The results of this study indicated that overall, the motivation level for purchasing herbal cosmetics of the sample group, Thai teenage consumers, was high ( =3.97). Considering each factor, it was found that all factors had a high level of motivation. The factor of confidence in herbal benefits had the highest average (=4.19), next factor was product safety standard (=4.11), factor of confidence in quality (=3.90), factor of found products from the herbal event and factor for product trial requirements ( =3.78), respectively. When considering the differences between the groups, it was found that gender, educational level and income levels were different. The overall motivation to purchase herbal cosmetics was significantly different at 0.05. The group with high motivation to consume herbal cosmetics was female group, having an educational degrees of below senior high school, diploma or high vocational certificate, and having average income less than 30,000 baht per month.