An Empirical Study on Consumer Behaviour toward Herbal Toothpaste as an Oral Care Product Choice in Himachal Pradesh

Abstract

Purpose: In this exploratory study, consumer perception of health culture is examined in relation to the niche market for herbal oral care products. To narrow down the purpose of the study, we have focused on ‘herbal toothpaste’ as the primary practice for maintaining oral hygiene. Toothpaste is termed as part of primary care, a tool for self-care interventions. In recent years, a great hike in the demand for herbal oral care products has been documented in the market. However, this study explored how different factors and variables influence people’s views about herbal toothpaste.

Design/Methodology/Approach: The nature of the study is primary and adopted a quantitative, cross-sectional research design. The data was collected using a structured questionnaire administered to a sample of 331 respondents in Himachal Pradesh. The questionnaire was focused on various perception-related items that were specific to the perceived usages, functions, and potential risks associated with herbal toothpaste. The data were analysed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM) to identify the underlying structure and assess the relationship among variables and their factor constructs.

Findings: The findings suggest that consumers are aware of the benefits associated with herbal toothpaste, but they ignore the segment of oral-care education and their expert advice. The study concludes that the valuable proposition of positivity and credibility with herbal names can be leveraged to enhance the herbal oral care market, but herbal brands must also address underlying risk perceptions to build greater confidence and informed usage.

Paper Type: Empirical Research Paper