Assessing the Impact of Psychological, Environment and Health Consciousness factors on Purchase Intentions of customers in Green Cosmetics

Abstract

This research investigates the correlation between the psychological, environmental, and health awareness of consumers and their intents to buy green cosmetics. As environmental and health concerns over conventional cosmetics grow, there is a shift towards products with organic ingredients and sustainable production. The aim is to measure consumer awareness and its impact on green cosmetic preferences. A literature review and empirical analysis investigate purchase intention drivers, including psychological factors, perceived quality, and attitudes towards green products. Data from a 324 participant survey, analysed with SMART PLS, reveal that environmental and health consciousness significantly influences purchase intentions, mediated by product attitudes. This study enhances the existing body of knowledge by emphasising the influence of psychological variables and perceived quality on customer preferences for eco-friendly cosmetic products. Practical implications for green brands emphasize the importance of transparent communication and consumer education about product benefits. This paper advances the understanding of consumer behaviour in the green cosmetics sector, offering insights for brands meeting the demand for sustainable, health-oriented products. Future research can be done on cross-cultural studies and the effects of green cosmetics on health