Factors Affecting Females’ Green Purchasing Behavior of Green Cosmetics in Bahrain

Abstract

This study analyzed the factors influencing green purchasing behavior among Bahraini women toward eco-friendly cosmetics. A conceptual model integrating planned behavior theory and value-belief-norm theory was used to survey 400 women. Positive attitudes towards eco-friendly cosmetics were prevalent, with high levels of purchases due to health and environmental benefits. The study confirmed all hypotheses of the conceptual model, which included four independent variables: attitudes, subjective norms, perceived behavioral control, and environmental beliefs, and a key dependent variable of green purchasing behavior. The study recommends that cosmetics companies prioritize environmental sustainability by using natural and organic product components, eco-friendly packaging, and cruelty-free products in order to promote green purchasing behavior among female consumers in Bahrain.