What drives and obstacles the intention to purchase green skincare products? A study of the Italian market of green skincare products

This study examines the global market for green cosmetics, with a particular focus on the factors that influence consumers' purchase intentions for green skincare products and their interactions in shaping consumer behavior. To achieve this, a statistically representative sample of 1,120 Italian consumers was analyzed, and the Stimulus-Organism-Response (SOR) framework was applied, alongside the Dual-Factor Theory and Innovation Resistance Theory. Findings show that environmental concern and health consciousness represent two key stimuli affecting organism, within which product knowledge is the main facilitator, while value barriers represent the strongest inhibitory force. Furthermore, mediation analysis highlights that environmental concern has a direct effect on purchase intention. These insights provide valuable implications for scholars, manufacturers, and policymakers. • SOR theory has been used to understand purchase intention for green skincare products. • A statistically representative sample of 1120 Italian consumers of skincare was used. • Health consciousness and environmental concerns affect the internal state of consumer. • Product knowledge and value barriers are the main mediators of purchase intention. • Environmental concern has a positive direct effect on purchase intention.