Green minds, gentle choices: exploring purchase intention toward natural baby care products

Increasing environmental awareness and rising health concerns have shifted consumer preferences toward environmentally responsible products, particularly in sensitive categories such as baby care, aligning with Sustainable Development Goals (SDG 3 and SDG 12). However, the psychological mechanisms underlying green purchase intention remain insufficiently understood. A preliminary survey indicated higher consumer engagement with natural baby care products, justifying the focused scope of this study. Grounded in the Theory of Planned Behavior, this study examines product knowledge as an antecedent to attitude and green skepticism as a moderating factor influencing green purchase intention. Data were collected from 526 parents using convenience and purposive sampling through a structured questionnaire and analysed using structural equation modelling (SEM). The findings highlight the significant role of attitude and the moderating influence of green skepticism. The study offers important theoretical and managerial implications for promoting green consumption.