Marketing, Retail Business and Sport Management Department
Surname1 Initials Student number Student signature
LESUFI C 221920382 C LESUFI
RADEBE L 222357258 L RADEBE
BALOYI J 221882804 K BALOYI
SEIPEI L 219149240 L SEIPEI
MOTITSOE K 218309511 K MOTITSOE
BALOYI S 221910980 S BALOYI
CHABELI B 219061173 B CHABELI
MAIMANE AI 223101729 A MAIMANE
DAVHANA NC 218026633 NC DAVHANA
PROGRAMME ADVANCED MARKETING MANAGEMENT
MODULE NAME MODULE 1
MODULE CODE BMMRX4A
FACILITATOR MR ROY SHAMHUYENHANZAVA
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Date
Due date: 22 June 2026 22 June 2026
submitted:
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RESEARCH QUESTIONNAIRE
FACTORS INFLUENCING CONSUMER GREEN PURCHASING BEHAVIOUR
TOWARDS ECO-FRIENDLY SKINCARE PRODUCTS
Informed Consent and Introductory Letter
Dear Respondent,
You are invited to participate in an academic research study titled “Factors
Influencing Consumer Green Purchasing Behaviour Towards Eco-Friendly Skincare
Products.” This study is being conducted by students registered for the Advanced
Diploma in Marketing Management at Vaal university of technology as part of the
requirements for the module Advanced Marketing Research.
Purpose of the Study
The purpose of this study is to investigate the factors that influence consumers’
willingness to purchase eco-friendly skincare products. Specifically, the study
examines how environmental concern, attitude towards green products, green
product knowledge, and willingness to pay a premium relate to green purchasing
behaviour. The findings will contribute to a better understanding of green consumer
behaviour and may assist skincare brands in developing more effective sustainable
marketing strategies.
Voluntary Participation
Your participation in this survey is entirely voluntary. You may withdraw at any point
without providing a reason and without any negative consequence. You may also
choose to skip any question you do not wish to answer.
Confidentiality and Anonymity
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All information you provide will be treated with strict confidentiality. No names or
other identifying information are requested anywhere in this questionnaire. Data
collected will be used solely for academic purposes, will be reported only in
aggregate (summarised) form, and will be securely stored and disposed of according
to institutional research ethics guidelines.
Risks and Benefits
There are no known risks associated with participating in this study. While there is no
direct personal benefit to you, your responses will contribute valuable insight to
academic knowledge on sustainable consumer behaviour.
Time Required
This questionnaire should take approximately 10–15 minutes to complete.
Contact Details
Should you have any questions regarding this study or your rights as a participant,
please contact:
Researcher:
Email:
Tel:
Supervisor:
Email:
Statement of Consent
By proceeding to complete this questionnaire, you confirm that:
☐ I have read and understood the information provided above.
☐ I understand that my participation is voluntary and that I may withdraw at any
time.
☐ I understand that my responses will remain anonymous and confidential.
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☐ I voluntarily agree to participate in this study.
Signature of respondent (optional): ___________________________ Date:
_______________
Thank you very much for your time and valuable contribution to this research.
General Instructions
Please read each question carefully before answering. There are no right or wrong
answers we are interested in your honest opinion.
● Answer all questions by marking (X) or ticking (✓) the box that best
represents your response.
● Where a written response is requested, please write clearly in the space
provided.
● This questionnaire is divided into three (3) sections: Section A (Biographical
Information), Section B (Skincare Purchasing Context), and Section C
(Measurement of Study Variables).
● Please answer every question in each section before moving to the next.
Section A: Biographical / Demographic Information
Please mark (X) the box that applies to you.
A1. What is your gender?
☐ Male
☐ Female
☐ Prefer not to say
Scale of measurement: Nominal
A2. What is your age category?
☐ 18–24 years
☐ 25–34 years
☐ 35–44 years
☐ 45–54 years
☐ 55 years and above
Scale of measurement: Ordinal
5
A3. What is your highest level of education completed?
☐ Grade 12 / Matric or lower
☐ Certificate / Diploma
☐ Undergraduate degree
☐ Postgraduate degree
Scale of measurement: Ordinal
A4. What is your approximate monthly personal income?
☐ Below R5 000
☐ R5 000 – R10 000
☐ R10 001 – R20 000
☐ R20 001 – R30 000
☐ Above R30 000
Scale of measurement: Ordinal
A5. In which province do you currently reside?
☐ Gauteng
☐ Western Cape
☐ KwaZulu-Natal
☐ Other (please specify): _______________
Scale of measurement: Nominal
Section B: Skincare Purchasing Context
Please mark (X) the box that applies to you.
B1. Do you currently purchase skincare products?
☐ Yes
☐ No
Scale of measurement: Nominal
B2. How often do you purchase skincare products?
☐ Weekly
☐ Monthly
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☐ Every few months
☐ Less than twice a year
Scale of measurement: Ordinal
B3. Have you ever purchased an eco-friendly / “green” skincare product (e.g.
organic, cruelty-free, recyclable packaging)?
☐ Yes
☐ No
☐ Not sure
Scale of measurement: Nominal
B4. Where do you most often purchase skincare products?
☐ Retail stores / pharmacies
☐ Specialty beauty stores
☐ Online retailers
☐ Direct from brand (e.g. brand website/store)
☐ Other: _______________
Scale of measurement: Nominal
Section C: Measurement of Study Variables
For each statement below, please indicate the extent to which you agree or disagree
by marking (X) the box that best represents your view, using the scale: 1 = Strongly
Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree.
C1. Environmental Concern
C1.1. I am genuinely concerned about the deterioration of the natural
environment.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
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C1.2. I am worried about the impact of cosmetic and skincare production on
the environment.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C1.3. I believe that environmental protection is one of the most important
issues facing society today.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C1.4. I feel a personal responsibility to help protect the environment through
my everyday choices.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
Scale of measurement: Interval (5-point Likert scale)
C2. Attitude Towards Eco-Friendly Skincare Products
C2.1. I have a favourable opinion of eco-friendly skincare products.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C2.2. Using eco-friendly skincare products is a good way to express my
values.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
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☐ ☐ ☐ ☐ ☐
C2.3. I believe eco-friendly skincare products are just as effective as
conventional skincare products.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
2.4. Buying eco-friendly skincare products makes me feel good about myself.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
Scale of measurement: Interval (5-point Likert scale)
C3. Green Product Knowledge
C3.1. I know how to identify eco-friendly skincare products when shopping.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C3.2. I am familiar with eco-labels and certifications used on skincare
packaging (e.g. organic, cruelty-free, recyclable).
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C3.3. I understand the environmental benefits associated with eco-friendly
skincare ingredients and packaging.
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1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C3.4. I know more about eco-friendly skincare products than the average
consumer.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
Scale of measurement: Interval (5-point Likert scale)
C4. Willingness to Pay a Premium
C4.1. I am willing to pay more for skincare products that are eco-friendly.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C4.2. A higher price for an eco-friendly skincare product would not stop me
from buying it.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C4.3. I am willing to switch from my regular skincare brand to an eco-friendly
brand even if it costs more.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C4.4. Paying extra for eco-friendly skincare products is a worthwhile
investment.
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1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
Scale of measurement: Interval (5-point Likert scale)
C5. Green Purchasing Behaviour (Dependent Variable)
C5.1. I actively choose eco-friendly skincare products over conventional
alternatives.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C5.2. I make an effort to purchase skincare products with sustainable
packaging.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C5.3. I intend to purchase eco-friendly skincare products in the near future.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
C5.4. I would recommend eco-friendly skincare products to friends and family.
1Strongly Disagree 2-Disagree 3Neutral 4Agree 5Strongly Agree
☐ ☐ ☐ ☐ ☐
Scale of measurement: Interval (5-point Likert scale)
This is the end of the questionnaire.
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Thank you very much for taking the time to complete this survey. Your contribution is
highly valued and greatly appreciated.
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MEASUREMENT INSTRUMENT DEVELOPMENT DOCUMENT
Factors Influencing Consumer Green Purchasing Behaviour Towards
Eco-Friendly Skincare Products
1. Introduction
This document accompanies the survey questionnaire developed for the study on
factors influencing consumer green purchasing behaviour towards eco-friendly
skincare products. It explains the origin of each measurement scale used in the
questionnaire, indicates whether each scale was adopted in its original form or
adapted for this study's context, and provides justification for any modifications
made. This is consistent with best practice in marketing research, where existing
validated scales are preferred over newly developed items because they carry
established reliability and validity evidence.
2. Overview of Study Variables
The questionnaire measures five constructs, consisting of four independent variables
and one dependent variable, as outlined below.
Construct Items Role in Study Brief Description
Environmental Concern 4 Independent Reflects respondents'
(EC) Variable general concern for the
natural environment and
ecological issues.
Attitude Towards 4 Independent Reflects respondents'
Eco-Friendly Skincare Variable favourable or
Products (ATT) unfavourable evaluation of
eco-friendly skincare
products.
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Green Product Knowledge 4 Independent Reflects respondents'
(GPK) Variable subjective knowledge of
eco-friendly skincare
products and their
eco-labels.
Willingness to Pay a 4 Independent Reflects respondents'
Premium (WTP) Variable willingness to pay more
for eco-friendly skincare
products.
Green Purchasing 4 Dependent Reflects respondents'
Behaviour (GPB) Variable actual or intended
purchase of eco-friendly
skincare products.
3. Source and Adaptation of Measurement Scales
All measurement items for the independent and dependent variables were measured
using 5-point Likert scales (1 = Strongly Disagree to 5 = Strongly Agree), consistent
with established practice in consumer behaviour and green marketing research. The
table below details the origin of each construct's scale and the extent to which items
were adapted to suit the skincare product context of this study.
Construct Items Source Adapted / Notes on Adaptation
Adopted
Environmental 4 Adapted from Adapted Wording simplified
Concern environmental concern and contextualised
scales used in green to refer broadly to
consumer behaviour environmental
literature, originally deterioration and
developed in studies personal
measuring general responsibility, rather
ecological concern (e.g. than referencing a
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Dunlap & Van Liere's specific product
New Ecological category.
Paradigm tradition, as
applied in subsequent
green marketing
studies).
Attitude 4 Adapted from generic Adapted Items were
Towards attitude-toward-green-p reworded to refer
Eco-Friendly roducts scales used in specifically to
Skincare prior green purchase “eco-friendly
Products intention studies, which skincare products”
themselves draw on the instead of “green
Theory of Reasoned products” in general,
Action / Theory of to align with the
Planned Behaviour product category
attitude construct. under investigation.
Green 4 Adapted from Adapted Items were
Product subjective knowledge narrowed to focus
Knowledge scales used in prior on skincare-specific
studies on eco-labels (e.g.
green/organic product organic, cruelty-free,
purchasing, which recyclable
measure perceived packaging) rather
familiarity with than green products
eco-labels and generally.
sustainability claims.
Willingness to 4 Adapted from Adapted Items were
Pay a willingness-to-pay-a-pre rephrased to apply
Premium mium scales commonly specifically to
used in sustainable switching from a
consumption and green regular skincare
marketing research, brand to an
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measuring consumers' eco-friendly one,
price sensitivity towards and to paying more
environmentally friendly for skincare
alternatives. products in
particular.
Green 4 Adapted from green Adapted Items combine
Purchasing purchase behavioural intention
Behaviour behaviour/intention (e.g. “intend to
scales used extensively purchase”) and
in sustainable actual
consumer behaviour behaviour/advocacy
research, capturing (e.g. “actively
both behavioural choose,” “would
intention and actual recommend”) to suit
purchase-related a cross-sectional
actions. self-report design.
4. Justification for Using Adapted Scales
Existing scales from green marketing and sustainable consumer behaviour literature
were adapted, rather than adopted verbatim or newly created, for the following
reasons.
Construct validity
The underlying constructs (environmental concern, attitude, knowledge, willingness
to pay, and green purchasing behaviour) are well established in the literature, and
using scales grounded in this body of research strengthens the construct validity of
the instrument.
Contextual relevance
The original scales were developed for green products in general; adapting the
wording to refer specifically to eco-friendly skincare products ensures the items are
meaningful and relevant to respondents in this study's context.
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Clarity and respondent comprehension
Minor rewording was applied to remove jargon and double-barrelled phrasing,
improving clarity for a general consumer sample.
Consistency of scale format
A uniform 5-point Likert scale was applied across all constructs to maintain
consistency, ease of completion, and comparability of responses during data
analysis.
5. Reliability and Validity Considerations
Although the items are adapted from previously validated scales, the research team
will assess internal consistency reliability for each construct using Cronbach's alpha
during data analysis, with a minimum acceptable threshold of 0.70. Content validity
was addressed by aligning each item with the conceptual definition of its respective
construct and through review of question wording for clarity, neutrality, and relevance
prior to data collection.
6. Summary
This document has outlined the origin and adaptation rationale for each
measurement scale used in the questionnaire. All scales used in this study were
adapted from established green marketing and consumer behaviour literature to fit
the specific context of eco-friendly skincare products. This approach balances the
rigour of using previously tested measures with the contextual specificity required for
this study's objectives.
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