Determination of Perceptions and Purchasing Factors of Turkish Consumers on Essential Oils

Abstract

The aim of the present study is to determine the factors affecting the purchasing perceptions and motivations of consumers living in different regions of Türkiye on essential oils. A questionnaire including 16 questions applied to 603 volunteer participants to understand which factors affecting purchasing decisions of consumers. While 66% of the participants stated that they had purchased essential oils at least once, 44% stated that they had never purchased them. It was determined that the participants mostly used black cumin oil for medical purposes in asthma and respiratory disorders, and coconut and argan oil were mostly used for cosmetic purposes in hair and skin care. Age and monthly income level of the participants are effective on both reasons for use and purchasing motivations of essential oils. Remarkably, it was determined that participants with high levels of education mostly received advice on the uses of essential oils from various sources such as the internet and television. In conclusion, the findings of this study provide clear explanations regarding the perception and purchasing motivations of consumers with different demographic characteristics regarding essential oils.

Keywords

• Essential oils
• Consumption
• Purchasing decision
• Consumers
• Survey

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