Shades of green

Exploring the fascinating landscape of consumer behavior towards eco-friendly cosmetics in Pakistan

Bibliographic Data

ID22190026
AuthorsSayyed Sadaqat Hussain Shah (0000-0001-5158-1683, Government College University, Lahore), Muhammad Badar Khalid (Government College University, Lahore), Muhammad Asif Khan (0000-0002-3563-2951), Hossam Haddad (0000-0003-3182-5470, Zarqa University), Nidal Mahmoud Al-Ramahi (0000-0002-4733-0926, Zarqa University), Nidal Mahmoud Alramahi
Year2024
Volume8
Issue3
Pages2760
Publication date2024-02-20
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Infrastructure Policy and Development (JOURNAL)
Journal identifiersISSN: 2572-7923 • E-ISSN: 2572-7931
PublisherEnPress Publisher (PUBLISHER)
DOI10.24294/jipd.v8i3.2760
OpenAlexW4391970216
LanguageEN
Citations received2
References cited12

Green cosmetics made from organic ingredients are becoming increasingly popular due to their environmentally friendly nature. However, research on consumer behavior towards green cosmetics is rare, especially in developing countries like Pakistan. Previous studies have primarily focused on female consumers, and little is known about the behavior of male consumers. Therefore, this research aims to investigate the behavior of both male and female consumers towards green cosmetic products and analyze the factors that affect their purchase behavior. This study employs a quantitative approach with deductive reasoning and collects data through a questionnaire from major cities in Pakistan. The study finds that eco-awareness, social influence, price-quality instructions, health consciousness, and the need for uniqueness significantly influence consumer purchase behavior when buying green cosmetics. Interestingly, price sensitivity does not significantly affect consumer purchase behavior as consumers are willing to pay for high-quality green cosmetics. Based on the findings, the study recommends promoting eco-awareness and health consciousness among consumers through educational campaigns and workshops launched by the government and the private sector. Future research can explore factors such as age, gender, and specific generations like millennials and Generation Z, as well as packaging, branding, and product design to promote environmentally friendly and health-conscious products. Additionally, comparative studies between countries can identify universal and region-specific factors, and examining the overall impact of green cosmetic products on the environment can highlight areas for improvement in sustainability

Biology · Business · Cosmetics · Environmentally Friendly · Chemistry · Consumer Behavior in Brand Consumption and Identification · Consumer Packaging Perceptions and Trends · Environmental Sustainability in Business · Ecology

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