Curcuma longa Linn. (C. longa), popularly known as turmeric, belongs to the Zingiberaceae family and has a long historical background of having healing properties against many diseases. In Unani and Ayurveda medicine, C. longa has been used for liver obstruction and jaundice, and has been applied externally for ulcers and inflammation. Additionally, it is employed in several other ailments such as cough, cold, dental issues, indigestion, skin infections, blood purification, asthma, piles, bronchitis, tumor, wounds, and hepatic disorders, and is used as an antiseptic. Curcumin, a major constituent of C. longa, is well known for its therapeutic potential in numerous disorders. However, there is a lack of literature on the therapeutic potential of C. longa in contrast to curcumin. Hence, the present review aimed to provide in-depth information by highlighting knowledge gaps in traditional and scientific evidence about C. longa in relation to curcumin. The relationship to one another in terms of biological action includes their antioxidant, anti-inflammatory, neuroprotective, anticancer, hepatoprotective, cardioprotective, immunomodulatory, antifertility, antimicrobial, antiallergic, antidermatophytic, and antidepressant properties. Furthermore, in-depth discussion of C. longa on its taxonomic categorization, traditional uses, botanical description, phytochemical ingredients, pharmacology, toxicity, and safety aspects in relation to its major compound curcumin is needed to explore the trends and perspectives for future research. Considering all of the promising evidence to date, there is still a lack of supportive evidence especially from clinical trials on the adjunct use of C. longa and curcumin. This prompts further preclinical and clinical investigations on curcumin.

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Purpose Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the environment and society. Therefore, this paper aims to examine the influence of consumers' attitudes towards organic personal care products on brand love, brand trust, altruism and sustainable consumption behaviour. Furthermore, the study further examines the impact of sustainable consumption behaviour on continuous purchase intention using health consciousness as a moderator. Finally, the study validates Behavioural Reasoning Theory and the emotional affinity towards nature to understand the proposed claims. Design/methodology/approach The data were collected from 364 respondents from India. Only those respondents were included in the survey who had prior experience of using organic personal care products. This study used the structural equation modelling approach to test the conceptual model. Findings Results of the study confirmed the positive influence of consumer attitude on brand love, brand trust and altruism. Brand love and altruism had a significant impact on sustainable consumption behaviour. Health consciousness also emerged as a moderating variable between sustainable consumption behaviour and continuous intention. Interestingly, the brand trust had no impact on sustainable consumption behaviour. Furthermore, sustainable consumption behaviour had a significant impact on continuous intention. Originality/value The study is helpful to organic product companies, practitioners, academicians, environment protection agencies and market regulatory authorities as it gives fresh insight into the new collective relationship of consumer attitude with brand love, brand trust, altruism and sustainable consumption behaviour in case of organic personal care products.