23 Aug 2011
The exploding societal movement based upon environmental concerns and consumer awareness is spreading all over the globe. As a result, consumers concern about environmental issues is growing significantly and marketers have realized the importance of introducing green cosmetic products.However, there is doubt whether this awareness and concern is translated into the right behavior. In this study, consumersâ attitudes, behaviors, perception and demographic factor were manipulated to determine their relative influence on willingness to pay for green cosmetic products. The results showed consumerâs age, education, income and ecoliteracy to be the consistent explanatory factor in predicting their willingness to pay. The result also suggested that attitude toward firmâs responsibilities and buying behavior whichâs consider environment factor to be the consistent explanatory factor in predicting their willingness to pay. This study also examined the relationships between consumerâs attitude, subjective norms, perceived behavior control and green cosmetic buying intentions using the Theory of PlannedBehavior (TPB). This study revealed that at significance level ten percent, attitude, subjective norm and perceived behavior control correlates positively with intention.
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