Factors influencing whether or not customers are willing to pay more for sustainable cosmetics

Sustainability is presently a prominent theme influencing various sectors, including the cosmetics industry. In recent years, there has been an increasing interest in sustainability within the cosmetics business among scholars from several disciplines, as well as consumers and organizations. Public awareness of this issue has heightened because to growing apprehension about cosmetic safety, the societal and environmental consequences of illicit commerce, and ecological impacts like as deforestation. This study examined the psychological factors affecting individuals' intention to utilize green energy through the frameworks of the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM). The investigation's conclusions are expected to substantially impact the efficacy of social marketing methods aimed at promoting the adoption of environmentally responsible cosmetics among consumers. Moreover, our study aids in the development of marketing strategies for advertising seeking to acquire new clientele.