Cited by 164Environmental Sustainability in BusinessConsumer Perception and Purchasing BehaviorPro-Environmental Behavior and Attitudes

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Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa

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Shimul, Anwar Sadat, Cheah, Isaac, Khan, Basheera Bibi·2022·Journal of Global Marketing

DOI 10.1080/08911762.2021.1934770

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Abstract

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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Authors: Shimul, A. S., Cheah, I., & Khan, B. B.
Affiliations: Curtin University (AU)
Corresponding author: Shimul, Anwar Sadat
ORCID: Shimul, Anwar Sadat
Cheah, Isaac
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
DOI: 10.1080/08911762.2021.1934770
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 › Pro-Environmental Behavior and Attitudes
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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Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa

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