Understanding the Dynamics of consumer behaviour and purchase intentions for Green Cosmetic Products in North India: A Gender-Neutral Approach [version 2; peer review: 2 approved]
Background The increasing popularity of green cosmetic products among consumers who prioritize skin health, quality, and beauty has driven the production of these products. Growing awareness of harmful toxins in traditional cosmetics is leading consumers to prefer natural alternatives. This study ai...
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F1000 Research Ltd
2025-01-01
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| author | Babita Rawat Ambica Prakash Mani Dhani Shanker Chaubey Neha Singh Aditi Singh |
| author_facet | Babita Rawat Ambica Prakash Mani Dhani Shanker Chaubey Neha Singh Aditi Singh |
| author_sort | Babita Rawat |
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| description | Background The increasing popularity of green cosmetic products among consumers who prioritize skin health, quality, and beauty has driven the production of these products. Growing awareness of harmful toxins in traditional cosmetics is leading consumers to prefer natural alternatives. This study aimed to identify the factors influencing Indian consumers’ buying behaviour and purchase intentions toward green cosmetics, focusing on both male and female consumers. Methods To achieve this, a thorough evaluation of the literature from Scopus-indexed journals was conducted, employing the theory of planned behavior as the theoretical framework. The study used Smart PLS 3.0’s structural equation modeling to analyze data and performed a multi-group analysis to explore variations in purchasing intentions and actions between male and female consumers. Results The research indicated an increasing demand for green cosmetics among males in North India. Findings revealed that subjective norms significantly influenced both purchase behaviour and purchase intention. Additionally, perceived behavioural control and subjective norms positively impacted purchase intention, which in turn indirectly affected purchase behaviour. Interestingly, environmental concerns did not influence consumers’ actual purchasing intentions or behaviour. The analysis also demonstrated no significant differences between male and female consumers regarding the impact of various factors on their purchase intentions and behaviours. Conclusion These findings provide valuable insights for policymakers and marketing managers aiming to promote green cosmetic product purchase behaviour. Recognizing that subjective norms and perceived behavioural control are crucial drivers of purchase intention and behaviour can help in devising effective marketing strategies. Despite the absence of significant gender differences in the factors influencing purchase behaviour, the increasing interest in green cosmetics, especially among males, highlights a broader market potential for these products. This research underscores the importance of focusing on social and behavioural influences to encourage the adoption of green cosmetics |
| format | Article |
| id | doaj-art-787cd081115e406081c0463e757283db |
| institution | Kabale University |
| issn | 2046-1402 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | F1000 Research Ltd |
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| series | F1000Research |
| spelling | doaj-art-787cd081115e406081c0463e757283db2025-02-06T01:00:01ZengF1000 Research LtdF1000Research2046-14022025-01-0113177375Understanding the Dynamics of consumer behaviour and purchase intentions for Green Cosmetic Products in North India: A Gender-Neutral Approach [version 2; peer review: 2 approved]Babita Rawat0Ambica Prakash Mani1Dhani Shanker Chaubey2https://orcid.org/0000-0001-9336-2577Neha Singh3Aditi Singh4Management, Uttaranchal University, Dehradun, Uttarakhand, 248007, IndiaManagement, Graphic Era Deemed to be University, Dehradun, Uttarakhand, 248001, IndiaManagement, Uttaranchal University, Dehradun, Uttarakhand, 248007, IndiaManagement, Uttaranchal University, Dehradun, Uttarakhand, 248007, IndiaManagement, Teerthanker Mahaveer University, Moradabad, Uttar Pradesh, 244001, IndiaBackground The increasing popularity of green cosmetic products among consumers who prioritize skin health, quality, and beauty has driven the production of these products. Growing awareness of harmful toxins in traditional cosmetics is leading consumers to prefer natural alternatives. This study aimed to identify the factors influencing Indian consumers’ buying behaviour and purchase intentions toward green cosmetics, focusing on both male and female consumers. Methods To achieve this, a thorough evaluation of the literature from Scopus-indexed journals was conducted, employing the theory of planned behavior as the theoretical framework. The study used Smart PLS 3.0’s structural equation modeling to analyze data and performed a multi-group analysis to explore variations in purchasing intentions and actions between male and female consumers. Results The research indicated an increasing demand for green cosmetics among males in North India. Findings revealed that subjective norms significantly influenced both purchase behaviour and purchase intention. Additionally, perceived behavioural control and subjective norms positively impacted purchase intention, which in turn indirectly affected purchase behaviour. Interestingly, environmental concerns did not influence consumers’ actual purchasing intentions or behaviour. The analysis also demonstrated no significant differences between male and female consumers regarding the impact of various factors on their purchase intentions and behaviours. Conclusion These findings provide valuable insights for policymakers and marketing managers aiming to promote green cosmetic product purchase behaviour. Recognizing that subjective norms and perceived behavioural control are crucial drivers of purchase intention and behaviour can help in devising effective marketing strategies. Despite the absence of significant gender differences in the factors influencing purchase behaviour, the increasing interest in green cosmetics, especially among males, highlights a broader market potential for these products. This research underscores the importance of focusing on social and behavioural influences to encourage the adoption of green cosmeticshttps://f1000research.com/articles/13-611/v2Green cosmetic products Purchase behavior Purchase intention TPB organic skin care multi-group analysiseng |
| spellingShingle | Babita Rawat Ambica Prakash Mani Dhani Shanker Chaubey Neha Singh Aditi Singh Understanding the Dynamics of consumer behaviour and purchase intentions for Green Cosmetic Products in North India: A Gender-Neutral Approach [version 2; peer review: 2 approved] F1000Research Green cosmetic products Purchase behavior Purchase intention TPB organic skin care multi-group analysis eng |
| title | Understanding the Dynamics of consumer behaviour and purchase intentions for Green Cosmetic Products in North India: A Gender-Neutral Approach [version 2; peer review: 2 approved] |
| title_full | Understanding the Dynamics of consumer behaviour and purchase intentions for Green Cosmetic Products in North India: A Gender-Neutral Approach [version 2; peer review: 2 approved] |
| title_fullStr | Understanding the Dynamics of consumer behaviour and purchase intentions for Green Cosmetic Products in North India: A Gender-Neutral Approach [version 2; peer review: 2 approved] |
| title_full_unstemmed | Understanding the Dynamics of consumer behaviour and purchase intentions for Green Cosmetic Products in North India: A Gender-Neutral Approach [version 2; peer review: 2 approved] |
| title_short | Understanding the Dynamics of consumer behaviour and purchase intentions for Green Cosmetic Products in North India: A Gender-Neutral Approach [version 2; peer review: 2 approved] |
| title_sort | understanding the dynamics of consumer behaviour and purchase intentions for green cosmetic products in north india a gender neutral approach version 2 peer review 2 approved |
| topic | Green cosmetic products Purchase behavior Purchase intention TPB organic skin care multi-group analysis eng |
| url | https://f1000research.com/articles/13-611/v2 |
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