Determinant factors that influence purchase intentions for skin products with sustainable packaging

Despite growing consumer interest in sustainable consumption, empirical evidence on the specific factors influencing purchase intentions for skincare products with sustainable packaging remains limited, particularly in emerging markets. Additionally, existing theoretical models need to be expanded to include environmental and lifestyle variables to better predict green consumer behavior in the cosmetics industry. Therefore, the present study aimed to identify the determinants of purchase intentions for skincare products with sustainable packaging. The study employed a quantitative correlational design with a cross-sectional approach, using a 25-item questionnaire derived from relevant literature on ecological consumption. This questionnaire was administered to 250 consumers of skincare products. The results were derived through statistical analysis using SmartPLS, in which the hypothesized model was evaluated for convergent and discriminant validity and structural equation modeling. The findings demonstrate that environmental attitudes influence the purchase intentions of consumers of cosmetic products with sustainable packaging, and that Environmental Knowledge shapes these attitudes, as well as subjective norms and Environmental lifestyle. Furthermore, environmental knowledge and lifestyle directly influenced purchase intention, whereas subjective norms had no effect. This study extends the Theory of Planned Behavior by demonstrating that environmental knowledge and sustainable lifestyle function as direct antecedents of purchase intention for sustainable packaging. At the same time, subjective norms operate primarily as an indirect predictor through environmental attitudes. These findings provide a more comprehensive understanding of the psychological and behavioral mechanisms driving sustainable cosmetics consumption in emerging markets, offering both theoretical contributions to green marketing literature and actionable insights for practitioners.