Sustainable values and consumer responses in cosmetic retailing: cross-cultural evidence

Purpose This paper investigates how environmental and ethical values shape consumer responses in the cosmetics retail context, focusing on detachment from brands that use chemical ingredients or engage in animal testing, as well as preferences for green and cruelty-free products across cultural and generational contexts. Design/methodology/approach We conducted three online survey studies in Italy (n = 310), Thailand (n = 198) and Czechia (n = 535). The first two studies examined how environmental values predict detachment from brands associated with animal testing or chemical ingredients, with brand attitude towards green and cruelty-free products tested as a mediator. The third study analysed how environmental and ethical values predict favourable attitudes towards cruelty-free cosmetics and willingness to purchase such products among Generation Z. Mediation was evaluated using bootstrapping with 5,000 resamples and the bias-corrected percentile method. Findings In Italy and Thailand, environmental values predict detachment from brands associated with animal testing or chemical ingredients, and this effect is fully or partially mediated by brand attitudes towards green and cruelty-free cosmetics. In Czechia, environmental and ethical values directly predict higher willingness to buy cruelty-free products. Results support an attitude-to-behaviour pathway while revealing cross-cultural and generational differences in effect sizes with implications for retail decision-making. Originality/value This research provides multi-country evidence on how environmental and ethical values shape consumer reactions in the cosmetics sector. It advances understanding of value-driven detachment and purchase intentions for cruelty-free products and offers actionable insights for retailers and brand managers seeking to align assortment and communication strategies with ethically motivated consumer segments.