The influence of attitude on green-cosmetics purchase intention (pi) in central Kerala

Abstract

This study, focus on the relationship between consumer perceptions of eco-friendly cosmetics and how that might influence their purchase intention. A systematic questionnaire was utilized to collect data from 387 consumers of green cosmetics from the districts of Ernakulam, Thrissur, and Alappuzha. The study’s hypotheses were assessed using a Structural Equation Model (SEM). The findings of this study demonstrate a connection between consumers’ purchasing intentions (PI) and their attitudes toward environmental knowledge (EK), environmental concerns, subjective norms, online accessibility, and greenwashing. This study offers empirical proof that businesses can increase sales by influencing consumer perceptions.