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

See all articles by Anwar Sadat Shimul

Anwar Sadat Shimul

Curtin University of Technology - Curtin Business School - Bentley Campus

Isaac Cheah

Curtin University - School of Marketing

Basheera Bibi Khan

Curtin University

Date Written: December 23, 2019

Abstract

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.

Suggested Citation

Shimul, Anwar Sadat and Cheah, Isaac and Khan, Basheera Bibi, Investigating female shoppers’ attitude and purchase intention towards green cosmetics in South Africa (December 23, 2019). 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, Available at SSRN: https://ssrn.com/abstract=3892057 or http://dx.doi.org/10.2139/ssrn.3892057

Anwar Sadat Shimul (Contact Author)

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

GPO Box U1987
Perth WA 6845
Australia

Isaac Cheah

Curtin University - School of Marketing ( email )

Australia

Basheera Bibi Khan

Curtin University ( email )

Kent Street
Bentley
Perth, WA WA 6102
Australia

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