Consumer skepticism towards organic beauty products Cross-country research

Abstract

Abstract Based on the attitude–behaviour–context (ABC) theory, the present study addressed consumer skepticism as one of the inhibitors of organic purchasing behaviour. More specifically, it investigated the role of environmental concern and environmental knowledge as a mediator, in the organic cosmetics background. Data gathered from consumers in Tunisia (N = 736), Italy (N = 720) and France (N = 715) and analysed using a structural equation modelling approach. The findings revealed that green skepticism is a strong inhibitor towards adoption of organic cosmetic products among consumers in the three countries. On the other hand, findings revealed that environmental knowledge and environmental concern fully mediate the relationship between green skepticism and organic purchasing behaviour. The ultimate goal is to provide valuable insights for business leaders, policymakers and marketers fully understand consumers’ resistance to organic cosmetic products. Further, it offers a comprehensive framework to support strategies to reduce consumers’ skepticism towards organic products, in different market segments.

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