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Marketing,RetailBusinessandSportManagementDepartment
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PROGRAMME ADVANCEDMARKETINGMANAGEMENT
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1
FACTORS INFLUENCING CONSUMER GREEN PURCHASING BEHAVIOUR
TOWARDS ECO-FRIENDLY SKINCARE PRODUCTS
Keywords: Green Purchasing Behaviour; Eco-Friendly Skincare Products; Consumer
Behaviour; Sustainability; Environmental Awareness
Introduction
There is a growing global concern for environmental sustainability as consumers,
businesses and governments become increasingly aware of the need to reduce
environmental degradation and promote sustainable consumption practices. As the
environmental consciousness is growing, many consumers are starting to prefer products
that are perceived to be environmentally friendly. This trend has been felt greatly in the
skincare industry, with eco-friendly skincare products fast gaining popularity with their
sustainable ingredients, environmentally responsible packaging and ethical production
processes. With consumers being more conscious of the environmental and health
impacts of traditional skincare products, understanding the factors that influence
consumer purchasing decisions is becoming more and more important.
The global beauty and personal care market has seen a dramatic increase in demand for
green and sustainable products. Eco-friendly skin care products are commonly marketed
as products that minimize damage to the environment, while enhancing consumer health.
Consumers are increasingly looking for cruelty-free, organic, naturally sourced products
packaged in recyclable materials. Studies have shown that environmental concern,
product knowledge, eco-labels, perceived quality, social influence and consumer attitude
are important factors influencing the green purchasing behaviour. However, despite
increasing consumer awareness of sustainability issues, many consumers do not always
translate positive attitudes towards environmental protection into actual purchasing
behaviour. This phenomenon is often referred to as the attitude-behaviour gap.
The interest for environmentally sustainable products has continued to grow in South
Africa with consumers becoming more aware of climate change, pollution and ethical
consumption. In response, the skincare industry has rolled out a slew of eco-friendly
products targeted towards environmentally conscious consumers. Furthermore, eco-
labels have become an important marketing tool to help consumers identify
environmentally friendly products and make informed purchase decisions. However,
research indicates that South African consumers could still be faced with challenges such
as limited product availability, higher prices, lack of product information and uncertainty of
environmental claims. These challenges may affect their willingness to buy eco-friendly
skincare products.
Green purchasing behaviour has been studied in the context of cosmetic and beauty
products in previous studies, however, there is still a need for more studies on eco-friendly
skincare products and the factors that affect consumer purchasing decisions. A number of
possible determinants have already been identified in the literature, such as concern for
the environment, awareness, attitudes, perceived behavioural control, social norms,
product availability and perceptions of price. However, the relative importance of these
factors might differ across markets and consumer groups.
Therefore, this study seeks to explore the factors influencing consumer green buying
behaviour towards eco-friendly skincare products. By identifying and analyzing these
factors, the study aims to contribute to the existing body of knowledge of sustainable
consumer behavior as well as provide useful insights to the skincare manufacturers,
marketers and policymakers. The findings may help companies create effective marketing
strategies that promote sustainable consumption, which meet the needs and expectations
of consumers. Furthermore, the research may support initiatives to promote
environmentally responsible purchasing behaviour and contribute to broader sustainability
goals.
REFERENCENS
These are excellent sources for your literature review and citations:
1. Dlamini, S. & Mahowa, V. (2024). Investigating factors that influence the purchase
behaviour of green cosmetic products. Cleaner and Responsible Consumption, 13,
100190.
2. Limbu, Y.B. & Ahamed, A.F.M.J. (2023). What Influences Green Cosmetics Purchase
Intention and Behavior? A Systematic Review and Future Research Agenda.
Sustainability, 15(15), 11881.
3. Mamun, A.A., Nawi, N.C., Hayat, N. & Zainol, N.R.B. (2020). Predicting the Purchase
Intention and Behaviour towards Green Skincare Products among Malaysian
Consumers. Sustainability, 12(24), 10663.
4. Bevan-Dye, A.L. & Synodinos, C. (2025). Antecedents of Consumers' Green Beauty
Product Brand Purchase Intentions: An Extended Theory of Planned Behavior
Approach. Sustainability, 17(3), 1323.
5. Struwig, M. & Watson, S. (2024). South African Consumer Perceptions and
Recognition of Product Eco-Labels. African Journal of Innovation and
Entrepreneurship