Articlegold2024

Investigating factors that influence the purchase behaviour of green cosmetic products

47 citations0/0 files storedCleaner and Responsible Consumption

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Environmental Sustainability in Business Sustainable Supply Chain Management Consumer Perception and Purchasing Behavior

Abstract

The escalating global concerns regarding sustainable development issues have transformed the landscape of consumer behaviour, urging businesses to incorporate green practices and raise awareness among consumers. There is an ongoing debate concerning attitude-intention and product category gap. The study aims to bridge this gap by investigating the green cosmetic purchase behaviour of female consumers in South Africa by exploring factors such as awareness, product information, product availability, environmental concern, perceived barriers, perceived price, and attitude. The study employs the alphabet theory, previously utilised in qualitative research, to quantitatively examine the relationship between various factors and green cosmetic purchase intention. By applying this theory, the study contributes to its expansion and offers a unique framework for understanding consumer behaviour in the green cosmetic industry. This study collected data by conducting an online and face-to-face survey with 295 South African consumers. The results revealed that perceived price and attitude significantly influence the purchase intention of green cosmetic products amongst females in South Africa. While awareness, product information, product availability, environmental concern and perceived barriers needed a mediating variable (attitude) to influence the purchasing intention of green cosmetic products of female consumers in South Africa. The study highlights the practical implications for marketers by providing insights into designing effective green marketing strategies. The study’s findings can aid marketers in tailoring their communication and developing a targeted green marketing mix that resonates with female consumers in South Africa.

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2011An assessment of the use of partial least squares structural equation modeling in marketing research 2015Predicting green product consumption using theory of planned behavior and reasoned action 2009The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust 2015Factors Affecting Green Purchase Behaviour and Future Research Directions 2012Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk 2020Towards closing the attitude-intention-behavior gap in green consumption: A narrative review of the literature and an overview of future research directions 2018The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern 2015Examining green consumerism motivational drivers: does premium price and demographics matter to green purchasing?

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