What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda

Abstract

The green cosmetics industry has witnessed significant growth over the last few years. Simultaneously, scholarly interest in the area has grown. However, overall, the evidence is inconsistent. Despite the growing literature, no systematic review has been carried out to summarize and synthesize the empirical studies that have examined factors associated with green cosmetics purchase intention (GCPI) and green cosmetics purchase behavior (GCPB). This study aims to fill this gap. We conducted this systematic review following the PRISMA guidelines. From forty-eight studies that met the inclusion criteria, we identified ten major themes that were significantly associated with GCPI and GCPB. The most frequently demonstrated determinants were the theory of planned behavior components (attitude, subjective norms, and perceived behavioral control), followed by marketing mix, consumer consciousness concerns, consumer values, brand-related attributes, experience and knowledge, self-efficacy, and perceived barriers. In addition, we identified several gaps that could be addressed through future research. These results will help scholars understand the knowledge boundary and assist marketers in developing effective strategies for promoting green cosmetics.