Factors Affecting the Consumption of Natural Silk Worm Facial Products by Working Adults in Bangkok

Abstract

The increasing consumer awareness of health, personal care, and environmental sustainability has led to growing demand for skincare products derived from natural sources. Among these, innovations involving silk cocoon extracts, particularly natural sericin protein, have gained significant attention for their potential in enhancing skin hydration, reducing inflammation, and providing antioxidant protection. This study examines the key factors influencing the purchasing decisions of working-age consumers in Bangkok regarding skincare products incorporating natural silk cocoon innovations.    The research adopts a quantitative methodology, utilizing a structured questionnaire distributed to a sample of individuals aged 20–60 years residing in Bangkok, with monthly incomes of at least 15,000 Baht. The study focuses on both users and non-users of skincare products containing natural extracts. The theoretical framework is grounded in consumer behavior theories and the marketing mix model (4Ps: Product, Price, Place, and Promotion), alongside the assessment of consumer attitudes. The results reveal that both consumer attitudes and marketing mix variables have a statistically significant impact on purchase intentions. Consumers are particularly influenced by product attributes such as perceived quality, natural composition, absence of harmful chemicals, effective skin benefits, and alignment with environmental values. Price sensitivity varies across demographics, but perceived value-for-money remains critical. Accessibility through both offline and online distribution channels, as well as promotional strategies—especially those emphasizing eco-friendliness and scientific validation—also contribute to purchase motivation. Furthermore, the findings highlight the strategic advantage for cosmetic businesses in adopting natural innovations, such as silk cocoon-derived sericin, to differentiate their products in a competitive market. With rising trends in clean beauty, consumer trust in natural ingredients is a major determinant of brand loyalty and repeated purchase behavior. The research suggests that a deeper understanding of consumer attitudes toward natural-based cosmetics can aid manufacturers in tailoring product development, pricing, branding, and communication strategies more effectively.

         In conclusion, this study provides practical insights for product developers, marketers, and entrepreneurs in the cosmetics industry, especially those focusing on innovation, sustainability, and personalized skincare. It also offers a foundation for further academic inquiry into consumer decision-making behavior in the context of natural cosmetic product consumption, contributing to both theoretical development and practical application in the field of marketing and product innovation.