Buying Behavior of Environmentally Sustainable Cosmetics: Indian Context

Abstract

The emergence of environmental concern and the awareness among stakeholders have facilitated new policies, new product proposition, marketing policies for the brands and demand for green products from the customers end. This tide has surged in the cosmetics industry as well worldwide. The developing countries like India and other Asian countries are also feeling the heat of demand for environmentally sustainable C&PC products. Many local brands are also coming up with product under the umbrella of green cosmetics, positioning as environmentally sustainable. In this study the theory of planned behavior has been extended while investigating the buying behavior of customers towards green and sustainable C&PC product with mediation and moderation effect which provides several important insights. Firstly, the attitude towards environment has little significance to drive the purchase intention. Secondly, the mediation effect of perceived price and moral norm is significant towards purchase intention. Last but not the least, perceived benefit has the highest influencing effect towards purchase intention. This study caters a notable guidance to the marketing policy makers on positioning the environmentally sustainable C&PC products to the customers.