Moderation role of ethnicity on the model (H10).

The trends for sustainable lifestyle and marketing motivated natural product consumption, such as natural skin care products (NSCPs). Different personal, environmental, and sociocultural factors influence purchase intention (PI) for NSCPs. However, there is a lack of evidence on the role of consumers’ ethnicity in the PI model. The present study investigated the moderated mediation role of ethnicity in the relationship between related factors, including environmental concern, subjective norms, health factor, Halal certificate, packaging design, past experience factor, price factor, and PI mediated by personal attitude. A web-based survey was utilized to capture quantitative data from a random sample of 330 multicultural consumer group participants. The results of the study indicated that consumers’ ethnicity substantially moderated the mediation effect of personal attitude in the relationships between subjective norms, health factor, Halal certificate, packaging design, past experience factor, price factor, and PI in the model. The findings contributed to understanding of the factors that influenced the PI of consumers from diverse sociocultural contexts in the market for natural products. It contributed directly to natural product marketing and industry.

可持续生活方式与可持续营销的趋势推动了天然产品消费，例如天然护肤品（natural skin care products，NSCPs）。个人层面、环境层面与社会文化层面的各类因素，均会影响天然护肤品的购买意愿（purchase intention，PI）。然而目前尚缺乏关于消费者种族在该购买意愿模型中所起作用的实证依据。本研究探讨了消费者种族在相关因素与购买意愿之间关系中的有调节中介作用，其中相关因素涵盖环境关注度、主观规范、健康因素、清真认证（Halal certificate）、包装设计、过往经验因素与价格因素，且该关系以个人态度作为中介变量。本研究采用网络问卷调查法，从330名多元文化消费者群体的随机样本中收集定量数据。研究结果显示，消费者种族显著调节了个人态度在以下关系中的中介效应：即主观规范、健康因素、清真认证、包装设计、过往经验因素、价格因素与购买意愿之间的关联。本研究结果有助于深入理解不同社会文化背景下的消费者在天然产品市场中的购买意愿影响因素，同时可为天然产品营销与相关产业发展提供直接的实践参考。