Consumer Behaviour Towards Green Cosmetics: The Paradigm Shift Towards Circularity and Sustainability

This study aims to investigate the determinants favouring or hindering purchasing choices concerning environmentally friendly green cosmetics. Additionally, it examines the level of consumer engagement in sustainable and circular practices within the realm of cosmetic consumption. Through a systematic literature review, this study testifies the factors affecting green cosmetics consumption behaviour. These factors are categorized as per the human behaviour model prescribed by the “Theory of Planned Behaviour,” encompassing motives, facilitators, and/or barriers to consumer behaviour characterized as 'Attitude towards the Behaviour,' 'Subjective Norm,' and 'Perceived Behaviour Control.'

The data was obtained from a primary online survey and it underwent analysis using the SPSS as a tool of statistical analysis. “Structural Equation Modelling (SEM),” implemented through “Analysis of Moment Structure (AMOS),” was utilized to explore the structural connections among latent constructs. The conclusive analysis reveals that both “Attitude” and “Perceived Behavioural Control” exert significantly positive influence on the “purchase intention” of green cosmetics. In contrast, “Subjective Norm” is not a significant influencer over the intention to purchase green cosmetics and, also on consumers' engagement in circular consumption practices.

Within the afore-mentioned constructs, factors such as consumers' “product knowledge,” “health consciousness,” “emotions,” “trust,” “environmental awareness,” and “concern for animal well-being” demonstrated a significantly positive relationship affecting “attitudes” toward green environmentally friendly cosmetics including the adoption of circular practices in cosmetics consumption; thereby influencing “purchase intention.” Additionally, aspects like the green cosmetics’ “price,” “product attributes,” “quality and availability,” and the presence of “eco-labels and certifications”, were identified as factors positively and significantly affecting consumers' perceived behavioural control.