Predictive and structural modeling of green purchase intention for sustainable cosmetic and personal care products in the UAE

The growing awareness of sustainability has become a significant drive in the reshaping of consumer behavior to purchase green cosmetics and personal care products in the UAE. This research analyzes the behavioral factors influencing the Green Purchase Intention (GPI) of consumers of cosmetic and personal care products in the UAE market. The conceptual framework for identifying and defining the relationship between various constructs is established through Activating agent, Behavior, Consequence, Disputation (ABCD) model that extends the Theory of Planned Behavior (TPB) and introduces the disputation component to understand the cognitive process of consumer purchase intention. The results from Partial Least Square Structural Equation Model (PLS-SEM) for the survey data obtained from 254 participants of UAE analysis confirmed the reliability and validity of the measurement and structural model. It also supported the hypothesized relationships between various constructs except for the price to intention relationship in influencing the purchase intention of the consumers towards green cosmetic and personal care products. Artificial Neural Network (ANN) results validated the structural framework and identified the significant activating factors that influence the purchase decision thereby enhancing the study’s practical and predictive implications. The results thus aid organizations to design effective strategies that can align with environmentally conscious consumer values.