Purchasing Intention of Green Cosmetics Using the Theory of Planned Behavior: The Role of Perceived Quality and Environmental Consciousness

Abstract

The recent environmental issues the world has been experiencing recently have increased the awareness of consumers of the necessity of a sustainable consumption pattern to preserve the natural environment. Therefore, green consumption has increased, and companies needed to respond to the rising demand for green products by offering a wider selection of environment-friendly products for green consumers. This article aims to study the purchasing intention of green cosmetics in the case of female student consumers in Hungary. The paper extended the theory of planned behavior by including perceived quality and environmental concern as factors that influence the attitude of consumers towards green cosmetics. This research also takes into consideration the effect of subjective norms on the purchasing intention of green cosmetics. The study employs a quantitative study conducted in Hungary in December 2021 (n = 200). The data was analyzed using PLS-SEM to assess the proposed hypotheses. The results of the study were in line with the literature, with perceived quality and environmental concern having a positive influence over the attitude towards green cosmetics. Attitude and subjective norm also had a significant influence on the purchasing intention of green cosmetics. This research provides new insights into how managers can advance the consumption of green cosmetics, by enhancing the quality of their products and focusing their strategies on answering the concerns of consumers towards the environment.

Keywords

• theory of planned behavior
• perceived quality
• environmental concern
• green cosmetics
• consumer behavior