Study of Factors Influencing Consumer Purchase Behavior Towards Green Cosmetic Products

Abstract

This study investigates the impact of environmental, marketing, and demographic factors on consumer purchase behavior towards green cosmetic products. With the increasing global emphasis on sustainability, the cosmetic industry has seen a shift towards green, eco-friendly products. This research aims to identify the key factors influencing consumers' decisions to purchase green cosmetics, focusing on the roles of environmental awareness, eco-friendly product attributes, marketing strategies, and demographic variables. A quantitative approach was adopted, and data were collected through a survey with 254 respondents using stratified random sampling. The survey assessed environmental awareness (EA), eco-friendly product attributes (EFP), marketing strategies (MS), perceived value (PV), and purchase behavior (PB). The analysis utilized descriptive statistics to summarize demographic characteristics, and Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were employed to examine the relationships between these variables. The findings reveal that environmental awareness and eco-friendly product attributes significantly influence purchase behavior, with consumers showing a preference for products with sustainable ingredients and packaging. Marketing strategies, particularly those promoting environmental responsibility, also play a critical role in shaping consumer interest.