Current marketing literature is rich in understanding consumers’ buying behaviors on organic products. However, the focus has been mainly placed on organic foods, and the findings are mixed and inconclusive. As consumers tend to respond differently to organic marketing for different product categories, it is unclear how well the existing findings might apply to personal care products. Moreover, since extant research has been conducted in countries in which organic products are highly developed, it is unsure about how their findings might apply to countries in which organic products are recently developed.