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Green Cosmetics: Determinants of Purchase Intention
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Author(s): Ana Catarina Rodrigues (School of Economics and Management, University of Porto, Portugal), Paulo Botelho Pires (CEOS, Polytechnic of Porto, Portugal), Catarina Delgado (School of Economics and Management, University of Porto, Portugal)and José Duarte Santos (CEOS, ISCAP, Polytechnic of Porto, Portugal)
Copyright: 2023
Pages: 27
Source title:
Handbook of Research on Achieving Sustainable Development Goals With Sustainable Marketing
Source Author(s)/Editor(s): Iza Gigauri (St. Andrew the First-Called Georgian University, Georgia), Maria Palazzo (Universitas Mercatorum, Italy)and Maria Antonella Ferri (Universitas Mercatorum, Italy)
DOI: 10.4018/978-1-6684-8681-8.ch003
Purchase
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Abstract
This study examined the determinants of purchase intention of green cosmetics, and eight semi-structured interviews were performed to identify them. The determinants identified were environmental awareness, lifestyle, willingness to pay, ethical issues and social and economic justice, cosmetic quality, concern with health, certification labels, trust in the brand, and advertising. Environmental awareness, lifestyle, willingness to pay, quality issues, ethics, and social and economic justice, as well as quality expectations, health concerns, and product knowledge, are the most significant determinants in the intention to purchase green cosmetics. Determinants such as certification labels, brand trust, and advertising are less significant. The research is relevant for the cosmetics industry and its brands to adapt their strategy and product offering to meet consumers' needs and increase the consumption of green cosmetics and can also serve as a basis for the development of new quantitative studies on the purchase intention of green cosmetics.
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