Investigating female shoppers’ attitude and purchase intention towards green cosmetics in South Africa
Shimul, A. S., Cheah, I., & Khan, B. B. (2021). Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa. Journal of Global Marketing, 1-20. https://doi.org/10.1080/08911762.2021.1934770
37 Pages Posted: 24 Aug 2021
Date Written: December 23, 2019
This paper investigates female shoppers’ attitude and purchase intention towards green cosmetics. Underpinned with an extended theory of planned behaviour model, the research framework examines consumers’ attitude and purchase intention. In addition, the moderating influence of consumer involvement is tested. Data (n = 408) were collected from South Africa and analysed through structural equation modelling. The results show that subjective norm has a significant positive impact on the consumers’ purchase intention for green cosmetics. Also, ecological motive and environmental knowledge impact the consumers’ attitude towards green cosmetics. In addition, consumers’ involvement strengthens the positive relationship between attitude and purchase intention. However, the role of perceived behavioural control and health consciousness were non-significant. The findings suggest that practitioners should try to enhance the consumers’ knowledge and involvement about green cosmetics. They should inform and educate the consumers through an integrated marketing communication approach by means of campaigns, advertisements, and public relations. Thus, through relevant environmental information or knowledge, consumers will be more educated aiming to impact positive attitude and purchase intention.
Keywords: Theory of planned behaviour, Environmental knowledge, Ecological motive, Involvement, Green cosmetics, South Africa.
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