Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa

Abstract

This paper investigates female shoppers' attitude and purchase intention towards green cosmetics. Underpinned with an extended theory of planned behaviour model, the research framework examines consumers' attitude and purchase intention. In addition, the moderating influence of consumer involvement is tested. Data (n = 408) were collected from South Africa and analysed through structural equation modelling. The results show that subjective norm has a significant positive impact on the consumers' purchase intention for green cosmetics. Also, ecological motive and environmental knowledge impact the consumers' attitude towards green cosmetics. In addition, consumers' involvement strengthens the positive relationship between attitude and purchase intention. However, the role of perceived behavioural control and health consciousness were non-significant. The findings suggest that practitioners should try to enhance the consumers' knowledge and involvement about green cosmetics. They should inform and educate the consumers through an integrated marketing communication approach by means of campaigns, advertisements, and public relations. Thus, through relevant environmental information or knowledge, consumers will be more educated aiming to impact positive attitude and purchase intention.

An Exploratory Study of Consumers’ Knowledge and Attitudes about Lignin-Based Sunscreens and Bio-Based Skincare Products

“…Although the correlations were weak or modest at best, our results build on previous findings [21,23,[25][26][27][28][34][35][36] and show that knowledge, attitudes toward the environment and bio-based ingredients, past green purchasing behavior, and intention to buy green and lignin skincare are all positively related. However, contrary to our predictions, health consciousness had the weakest associations with sustainable purchasing behavior and intention to purchase and a non-significant relationship with knowledge and willingness to buy lignin-based sunscreens, suggesting that consumers may not perceive lignin-based sunscreens and other bio-based skincare products as healthier choices for them [31,32]. Another possible explanation for these results is the use of a single-item measurement rather than a validated scale.…”

“…Literature focusing on green cosmetics and skincare products in particular shows similar results; concerns about the environment and human health predicted a more positive attitude towards green skincare, which in turn predicted purchase intention [21,29,30]. However, some studies report that attitudes toward health and the environment are not strong enough motives to influence consumers' purchase intention and attitudes toward eco-friendlier products [31][32][33].…”

“…Furthermore, an extensive review on green purchasing behavior found that knowledge about environmental issues and eco-products is the most studied variable and one of the most influential factors affecting purchase intention and behavior, both directly and indirectly, by influencing consumers' attitudes [31,[34][35][36]. A recent study showed that while there were no differences between males and females in purchase intention and familiarity with environmental issues, female consumers showed more concern for the environment and were more familiar with eco-products [35].…”

Analysing the Influence of Companies’ Green Communication in College Students’ Green Purchase Behaviour: An Application of the Extended Theory of Planned Behaviour Model

“…In a study by Nguyen et al (2019), the authors confirmed the existence of a positive relationship between attitudes and green purchase intentions and concluded that individuals believe that the behavioural intention of green consumption can protect their health. Shimul et al (2021) reported that consumers' environmental and natural green-product-related knowledge and information can lead to an increase in consumer positive attitudes and purchase of green products behavioural intention.…”

Investigating purchase intention for skin care products in Bangladesh: The role of personal factors

“…The sum of a person's feelings about himself or herself to serve as an object is referred to as self-image (Hershey & Wilson, 1997). Both female and male consumers use gender-specific skincare products to enhance their self-image (Grubb & Grathwohl, 1967;Shimul, Cheah, & Khan, 2022). Besides, body image is a part of self-image, and in many societies, it has become a critical component influencing people to tujom ( 2022) 7 ( 2):72-84 exercise and use skincare products (Sturrock & Pioch, 1998).…”