Antecedents of Purchase Intention For Cruelty Free Cosmetics

Objective: The objective of this study is to investigate the antecedents of consumers’ intention to buy cosmetics, focusing on how environmental consciousness, perceived effectiveness, social norms, and price sensitivity influence purchasing decisions. Theoretical Framework: The research is underpinned by theories related to consumer behavior, environmental psychology, and social influence, providing a solid basis for understanding the investigation’s context. Method: A quantitative study design was adopted, utilizing structural equation modeling (SEM) for analysis. Data collection involved a survey of 201 cosmetic users in Brazil, with questions measuring environmental consciousness, perceived effectiveness, social norms, and price sensitivity. Results and Discussion: The results revealed positive relationships between the constructs analyzed and the intentions to buy cosmetics, with environmental consciousness having the greatest influence. These results are contextualized considering the theoretical framework, highlighting the identified implications and relationships. Possible discrepancies and study limitations are also considered. Research Implications: The research provides practical and theoretical insights into how results can influence practices in consumer behavior and marketing. Implications include developing marketing strategies, product development, and policymaking to promote environmentally conscious consumption. Originality/Value: This study contributes to the literature by expanding the understanding of factors influencing cosmetic purchasing intentions, especially environmental consciousness. The relevance and value are shown by its potential to guide companies in developing products and marketing strategies aligning with consumer values and preferences, impacting consumer behavior and sustainability practices.