Do Environmental-Related Factors Stimulate Consumers' Green Cosmetic Purchase Intention?

Abstract

Purchasing green products has become one of the initiatives in addressing environmental issues, and more and more consumers have shifted toward green products. This study investigated the role of environmental-related factors on consumers' attitudes toward and purchase intention for green cosmetic products. A novel research framework has been developed by adopting the stimulus-organism-response framework by including four environmental-related constructs as stimuli. The results from 204 valid responses showed that environmental concern and green self-identity significantly influenced attitude and purchase intention. However, perceived green value only significantly affects consumers' attitudes, and environmental responsibility significantly influences consumers' purchase intentions. The study's result further found that environmental concern, green self-identity, and perceived green value indirectly significantly affect consumers' purchase intention through attitude. The study's findings offer several important theoretical and practical implications, which have been discussed.