Green (Cosmetics) Is the New Black: A Tale of Two Countries

Posted: 2 Jul 2019

See all articles by Anwar Sadat Shimul

Anwar Sadat Shimul

Curtin University of Technology - Curtin Business School - Bentley Campus

Date Written: July 1, 2019

Abstract

Increased awareness for social and environmental welfare has created a desire for greener and ethical lifestyle, inducing a change in consumer behaviour towards greener product preferences. Despite consumers’ increasing demand towards green cosmetics, limited research has been conducted to investigate consumers’ attitude and intention toward green cosmetics. Applying the Theory of Planned Behaviour (TPB), this research aims to examine the factors that influence the consumers’ attitude and purchase intention towards green cosmetics across two socio-economically different markets – Australia and South Africa. The research will also investigate the moderating role of consumers’ environmental knowledge on the relationship between attitude and purchase intention. This study will adopt a quantitative methodology and sampling frame of female consumers who have been identified as the most potential consumers for green cosmetics. The findings of this research will contribute to a better understanding of the green consumption behavior from both academic and managerial perspectives.

Keywords: Geen cosmetics, TPB, Consumer attitude, Environmental knowledge

Suggested Citation

Shimul, Anwar Sadat, Green (Cosmetics) Is the New Black: A Tale of Two Countries (July 1, 2019). Available at SSRN: https://ssrn.com/abstract=3413072

Anwar Sadat Shimul (Contact Author)

Curtin University of Technology - Curtin Business School - Bentley Campus ( email )

GPO Box U1987
Perth WA 6845
Australia

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