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Saving your Health or the Environment? The Effects of Altruism and Safety Concerns on Organic Cosmetics Purchase Intentions
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Resumo(s)
The growth of organic cosmetics markets is important to achieve a more sustainable consumption, as environmentally friendly products help minimize the impacts of consumption on the planet. To boost green cosmetics sales, it is crucial to understand the main reasons why consumers purchase these products and the strongest motives behind their buying intent.
To address this gap, the present study analyzes consumers’ perceived healthiness regarding green cosmetics against consumers’ environmental behaviors and their perception about the environmental friendliness of these products, as well as the altruistic behaviors of the consumers. A model was developed using Partial Least Squares Structural Equation Modeling (PLS-SEM technique), due to its’ robustness and applicability to marketing research models.
The findings suggest that despites products’ environmental friendliness impact on consumers purchase intention being mediated by pure altruism, it is also moderated by consumers’ perceived healthiness. Besides, perceived healthiness has a direct influence on purchase intent, as this relationship is also mediated by the consumers’ perception on green cosmetics’ safety and risks. This suggests that health is in a general a stronger predictor of green cosmetics buying intentions.
Additionally, 60% of the variance explained is related with green cosmetics buying intentions, 23% with safety and risk perception regarding these products and 12% in respondents’ level of pure altruism.
This research contributes to marketing literature on cosmetic brands, that can use these conclusions to perform suitable marketing strategies to target more costumers, who seek for safety and health promoting effects in green cosmetics.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Green Cosmetics Altruism Perceived Healthiness Safety and Risk Environmental Friendliness