Strategies for Promoting the Organic Cosmetics Industry Among Consumers Through social media in Bangkok.
Keywords:
organic cosmetics, consumer behavior, social media marketing, government policies, marketing strategiesAbstract
The rapid evolution of communication technology and social media profoundly impacts consumer behavior and marketing in the organic cosmetic industry. This research investigated key factors influencing the promotion of organic cosmetics among Bangkok consumers on social media. Employing a mixed-methods approach, the quantitative phase analyzed data from 400 consumers using CFA and SEM to assess causal relationships. The qualitative phase involved in-depth interviews with 16 key stakeholders (entrepreneurs, distributors, government officials, consumers). Findings reveal government policy, entrepreneurial credibility, marketing strategies, and service standards significantly influence industry promotion. Government policy showed the strongest direct impact on entrepreneurial credibility (0.68) and directly affected industry promotion (0.67). Entrepreneurial credibility also strongly influenced marketing strategies (0.70), highlighting the importance of regulation and trust. The model demonstrated good fit (Chi-Square = 24.91, df = 16, p = 0.071, GFI = 0.99, AGFI = 0.92, RMR = 0.006, RMSEA = 0.037, CFI = 1.00). These insights are valuable for developing and promoting Bangkok's organic cosmetic industry, benefiting government agencies like the FDA in policy refinement.
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