Unraveling green personal care: Exploring the shift in consumer values and stages of change toward green consumption

Abstract

The personal care market has seen a significant increase in environmentally‐conscious or “green” products, driven by a heightened sensitivity to environmental issues. In this study, we broaden the scope of the Theory of Planned Behavior (TPB) by including constructs related to health consciousness (HC), concern with personal appearance (CPA), and environmental product value (EPV). Our research explores the complex relationship between purchase intention (PI) and the various stages of change (SOC) associated with the consumption of products in the green category. The investigation examines the unique factors that combine attitudes and intentions while simultaneously analyzing the socio‐demographic influences on the progressive stages of behavioral change. By employing techniques such as structural equation modeling and variance analysis on an extensive dataset collected from 679 participants, our findings reveal a positive correlation between PI and the SOC. Notably, aspects of HC, CPA, and the EPV significantly influence attitudes toward green personal care products (GPCPs). The conclusions drawn from this study resonate with deep theoretical implications and simultaneously provide a substantial and practical framework for commercial enterprises.