Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line

Abstract

Profitable and dynamic, the cosmetics industry strives to conform to the environmental ideals and practices of the 21st century. For years, NGOs, the media, and consumers have accused cosmetics brands of pollution, environmental disasters, and safety concerns. These allegations can spread faster in the online environment and cause genuine brand crises. Many cosmetic company managers continue to assess the necessity of accelerating their business toward sustainability initiatives and being more consumer centric. Therefore, this paper aims to examine the impact of economic, social, and environmental sustainability on brand attachment and brand attractiveness, which may result in a positive WOM, enhance purchase intention, and finally lead to the intention to join online brand communities. To implement the research scope, the authors developed a conceptual model based on the triple bottom line (TBL) and the Stimulus-Organism-Response (SOR) approach. To assess the conceptual model, the authors have conducted quantitative research, through an online questionnaire, with data being collected from consumers via an online survey platform. The snowball sample comprised 1632 valid responses from consumers of sustainable cosmetics brands. Further on, the conceptual model was assessed employing structural equations modelling via SmartPLS. The results confirm the impact of the three pillars of TBL (i.e., economic, social, and environmental sustainability) (stimuli) on brand attachment and brand attractiveness (organism), which finally generates positive WOM, triggers purchase intention, and enhances consumers’ intention to join an online brand community (response). From a theoretical perspective, our research contributes to extending knowledge based on the SOR approach and TBL applied to sustainable cosmetics brands. Considering the significant effects of economic, social, and environmental sustainability on consumer perception and intention, the study also pinpoints some major management implications for the cosmetic industry.

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Green Euphoria: Unraveling the Power of Sustainable Brands - Examining the Nexus of Green Brand Image, Authenticity, and Emotional Well-being with the Mediating Force of Green Brand Attachment

“…The enduring commitment of a company to environmentally friendly practices contribute to the cultivation of positive sentiments among consumers over time (Gomes de Oliveira, Miranda, and de Paula Dias 2022). In essence, green brand authenticity not only acts as a driver for green brand attachment but also serves as a catalyst influencing the emotional well-being of environmentally conscious consumers (Grădinaru et al 2022). The establishment of a brand as authentic in its green practices fosters attachment and contributes to the overall positive emotional experience for consumers aligned with sustainability values.…”

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“…Several brand-related attributes were positively associated with GCPI and GCPB, including green brand trust/certification trust [45][46][47], brand loyalty [25,31], brand awareness [31], brand attractiveness [39], and green brand value/brand equity [47,48]. Further, the corporate social responsibility issue significantly predicted CGPI [25,51].…”