The role of religiosity and cultural values on green cosmetics purchase intention: an empirical investigation

Although green cosmetics purchases are rising globally, demand remains low in collectivist Muslim countries like Indonesia. Therefore, this study examines the impact of religiosity and collectivist culture on Indonesian Muslims' intention to buy green cosmetics. Using the theory of planned behaviour (TPB) and value-norm-belief (VNB) theory, the study integrates religiosity, collectivism, environmental knowledge, and ecological motives in the model. A quantitative approach with structural equation modelling (SEM) and data from 500 respondents are utilised. Results show that religiosity significantly influences attitudes and green purchase intentions, while collectivism has no significant effect. TPB variables (attitude, subjective norms, and perceived behavioural control), environmental knowledge, and ecological motives also positively affect purchase intention. The analysis provides insights for green cosmetics firms targeting Muslim customers by incorporating religious and environmental values into their marketing. It also contributes to the academic literature on green cosmetics consumption in Indonesia and beyond.