Understanding consumers’ purchase intentions for green cosmetic products: an integrated perspective

Purpose Although demand for green cosmetic products is on the rise, there has been little research into what drives consumers to buy them. Hence, the purpose of this study is to examine the determinants of consumers’ intentions to purchase green cosmetic products, drawing on the theory of planned behaviour and the norm activation theory. Design/methodology/approach Data were collected through an online survey employing purposive sampling to conveniently target relevant consumers. A structured questionnaire was developed to measure the study variables. A total of 250 valid responses were obtained and analysed to test the proposed hypotheses. Findings The results indicate that attitudes, moral norms and perceived behavioural control significantly and positively influence purchase intentions. In contrast, injunctive and descriptive norms do not show a significant impact. Additionally, both ascription of responsibility and awareness of consequences significantly enhance moral norms. Originality/value This study contributes to the green consumer behaviour literature by proposing and testing an integrated model that combines two theoretical frameworks. Moreover, it uniquely examines three types of norms as predictors of purchase intentions in the context of green cosmetic products.