Investigating factors that influence the purchase behaviour of green cosmetic products amongst female consumers in South Africa

Mahowa, Vimbai

Investigating factors that influence the purchase behaviour of green cosmetic products amongst female consumers in South Africa

Master Thesis

2021

Abstract

Current generations have come to realise that their consumption of harmful products is what has contributed in the degradation of the environment. In an attempt to alleviate the environmental problems consumers have embraced the green purchasing behaviour. This notwithstanding, there has been an increase in the number of people that are eager to purchase green products, and there remains insufficient data that supports that the procurement of green products has increased, despite the environmental consciousness and the positive attitudes that consumers have towards green products. In the 21st century, female consumers are increasingly taking part in the economy. Particularly in the cosmetic industry, females have been identified to possess the largest purchasing power when compared to that of male consumers, but remains under-researched. The proposed study focused on addressing the impact of awareness, product information, product availability, environmental concern, perceived barriers, perceived price, and attitude on the purchasing intention of green cosmetic products amongst female consumers in South Africa to make green purchase decisions. The sample size for this research was 295 participants. The results revealed that only perceived price and attitude have a significant influence on purchase intention of green cosmetic products amongst females in South Africa. While awareness, product information, product availability, environmental concern and perceived barriers needed a mediating variable (attitude) to have an influence on the purchasing intention of green cosmetic products of female consumers in South Africa. This research study aid to the green literature since South Africa is in the green awakening stage. The research study also expanded on the Alphabet theory by introducing additional elements to framework, namely, product availability and perceived priced. The study offers useful insight for the managers and marketers who are venturing into the green cosmetic industry. Future research studies should focus on qualitative research that focus on specific green cosmetic category such as skin care, haircare and make up so as to gain an in-depth insight on the purchasing intention of the female consumers of the specific categories.

Keywords

economics

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