Sustainable culture in the purchase of organic cosmetics

Abstract

Green culture is transforming the cosmetics industry towards more. The fundamental purpose of this research lies in the scrutiny of the interconnected relationships between green culture, pro-environmental behavior and purchase intention of green cosmetic products. To achieve this goal, a solid quantitative analysis methodology has been used. A critical component of our research was the application of the SEM/PLS analysis tool, which allowed for detailed and accurate analysis of the collected data. The results obtained provide clarity about the complex relationship between fundamental factors in purchasing decision making.

A central finding of this study reveals that ecological culture has a direct and substantial impact on the purchase intention of ecological cosmetic products. On the other hand, it was found that ecological culture does not exert a significant indirect effect on the purchase intention of ecological cosmetics when pro-environmental behavior is considered as a moderator. Among the most important conclusions, environmental culture is highlighted as a substantial variable when purchasing organic cosmetics.