Abstract

This paper investigates female shoppers’ attitude and purchase intention toward green cosmetics. Underpinned with an extended theory of planned behavior 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 analyzed through structural equation modeling. 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 toward green cosmetics. In addition, consumers’ involvement strengthens the positive relationship between attitude and purchase intention. However, the role of perceived behavioral 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.

摘要

本文调查了女性购物者对绿色化妆品的态度和购买意愿。该研究框架以计划行为模型的扩展理论为基础，考察了消费者的态度和购买意愿。此外，还测试了消费者参与的调节作用。从南非收集数据 (n = 408) 并通过结构方程建模进行分析。结果表明，主观规范对消费者绿色化妆品的购买意愿具有显着的正向影响。此外，生态动机和环境知识影响消费者对绿色化妆品的态度。此外，消费者的参与强化了态度与购买意愿之间的正向关系。然而，感知行为控制和健康意识的作用并不显着。研究结果表明，从业者应努力提高消费者对绿色化妆品的认识和参与度。他们应该通过活动、广告和公共关系的整合营销传播方法来告知和教育消费者。因此，通过相关的环境信息或知识，消费者将受到更多的教育，旨在影响积极态度和购买意愿。