Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa
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This paper investigates female shoppers’ attitude and purchase intention toward green cosmetics. Underpinned with an extended theory of planned behavior 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 analyzed through structural equation modeling. 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 toward green cosmetics. In addition, consumers’ involvement strengthens the positive relationship between attitude and purchase intention. However, the role of perceived behavioral 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.
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Environmental knowledge is positively related to attitude toward green personal care products.
“Environmental knowledge | ATT | Positive | 1 | Shimul et al. (2021)”
From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as Shimul et al. (2021)
Health consciousness is not fully positively related to attitude toward green personal care products.
“Health consciousness | ATT | Partially | 1 | Yeon Kim and Chung (2011)”
From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as Shimul et al. (2021)
Ecological motive has a positive effect on attitude towards green personal care products.
“| Ecological motive | ATT | Positive | 1 | Shimul et al. (2021) |”
From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as Shimul et al. (2021)
Consumers' involvement moderates the relationship between attitude and purchase intention toward green personal care products.
“Consumers' involvement | ATT | PI | V | 1 | Shimul et al. (2021)”
From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as Shimul et al. (2021)
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- Authors
- Shimul, A. S., Cheah, I., & Khan, B. B.
- Affiliations
- Curtin University (AU)
- Corresponding author
- Shimul, Anwar Sadat
- Venue
- Journal of Global Marketing
- Publisher
- Informa UK Limited
- Published
- 2021-06-10
- Volume
- 35
- Issue
- 1
- Pages
- 37-56
- ISSN
- 0891-1762 (ISSN-L)
- 1528-6975
- OpenAlex
- W3167326512
- Cited by
- 164
- References
- 128
- Citations by year
- 2026: 29 · 2025: 38 · 2024: 38 · 2023: 38 · 2022: 20 · 2021: 1
- FWCI
- 22.29
- Type
- journal article
- Language
- en
- Open access
- green
- hdl.handle.net
- Locations
- Journal of Global Marketing (publishedVersion)
- eSpace (Curtin University) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
- Keywords
- green cosmetics, purchase intention, consumer attitudes, theory of planned behavior, consumer involvement, subjective norms, environmental knowledge, health consciousness, perceived behavioral control, integrated marketing communication, South Africa
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