This research study aims to investigate how quality cues (price premium, packaging, natural ingredient, and sensory appeal) affect perceived quality and customer purchase intention toward organic skin care products in Chinese context based on a customer perspective. This research used a quantitative design by developing questionnaires to collect data through the snowball sampling approach from 410 respondents who had bought organic skin care products within the past six months in Wuhan City. Multiple regression is employed to identify the variables from the influence of the products aspects affecting the customer’s willingness to pay for the organic skin care products. The results indicate that sensory appeals and natural ingredient are two prominent quality cues that affect the customers’ perceived quality of organic skin care products. Different from previous studies, the results of this study show that these two intrinsic quality cues are more important in influencing consumers' organic purchasing decisions, but price premium and packaging these two factors have no influence on consumers' organic skin care purchasing decisions. The results provide valuable insights for organic marketers and manufacturers to develop effective communication and product development strategies.
