Navigating consumer intentions and actual transitions to green cosmetics in emerging retail markets

Purpose The study aims to investigate how consumer consciousness (environmental and health-related) and perceptions of innovativeness jointly influence switching purchase intent to actual switching to green cosmetic products. By identifying the psychological and perceptual factors that bridge the intention-behaviour gap, the research seeks to provide a predictive understanding of green consumer behaviour, particularly within an emerging market segment. Design/methodology/approach To discern the complex psychological mechanism of switching buying behaviour towards green cosmetics, the present study aims to integrate the stimulus-organism-behaviour-consequences (SOBC) and diffusion of innovation in the green cosmetics context. PLS-SEM was employed to analyse the data from a sample comprising 404 respondents through the mall intercept technique. This study aims to make a theoretical contribution by connecting these frameworks and, more practically, by guiding strategies for long-term product positioning and consumer engagement. Findings We found that the influence of hedonism and social and product innovativeness, especially concerning environmental and health consciousness, showed a positive impact on the actual switching to green cosmetics. Originality/value This study presents a novel, integrated behavioural model that connects psychological antecedents, such as environmental and health consciousness, with actual consumer actions in the under-explored green cosmetics market. This research connects switching intentions to actual switching from traditional cosmetics to green cosmetics, in contrast to prior studies that concentrate solely on attitudes or intentions, thus offering practical insights for companies to develop sustainability-oriented marketing and product strategies grounded in empirically validated consumer motivations.