Determinants of green cosmetics purchase behaviour: A systematic review and research agenda
Keywords:
Green cosmetics, Consumer behaviour, Purchase intention, Attitude–behaviour gap, Environmental concern, Systematic reviewAbstract
This research offers a comprehensive review of the empirical literature on consumer purchase intention and behaviour of green cosmetics. The increasing awareness of environmental issues, health considerations and ethical consumerism have driven the consumer shift towards sustainable cosmetic products. While research interest is growing, the literature is fragmented in terms of factors, theories and geographical scope. Adhering to the PRISMA 2020 framework, a systematic review of the literature was carried out in Scopus and Web of Science with no temporal constraints. Following thorough screening and eligibility evaluation, 45 peer-reviewed articles (2007-2024) were analysed. This study shows a significant increase in the number of publications, especially post-2020, with the highest number of publications in 2022. The research is concentrated in Asia, with under-representation in Europe, Africa and South America. The most widely applied theoretical framework is the Theory of Planned Behaviour, often augmented with constructs like trust, health value and social pressure. Among the key factors, consumer attitude emerges as the most important, followed by environmental concern, subjective norms and health consciousness. Trust factors, such as eco-labels, certifications and brand trust, are essential in overcoming scepticism and greenwash. But obstacles such as price, limited access and risk perceptions contribute to the attitude-behaviour gap. In general, the research calls for a greater integration of theories, improved emphasis on behavioural measures, and more geographical scope for future research.
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