The Role of Social Class on Consumer Behavior: A Study of Eco-friendly Cosmetic Products

Shaheera Amin, Aaliya Manzoor and Fatima Farid

Journal of Business and Social Review in Emerging Economies, 2020, vol. 6, issue 1, 113-134

Abstract: In the past few decades, the analysts have noticed an important change in consumers’ behavior while purchasing and picking products, especially in cosmetics. Now, when consumers purchase the product, they pay more attention to health and environment features of the product. Therefore, the purpose of this research is to analyze Pakistani Consumers’ buying behavior towards Eco-Friendly Cosmetic products. The theory of planned behavior has been applied for better understanding of consumer behavior. Moreover, analyzed the relationship of consumers’ values on their intention to buy eco-friendly cosmetics products. It is studied that consumers’ social class has a moderating effect on consumer’s intention toward purchasing eco-friendly cosmetic products. For quantitative data collection questionnaire is constructed. For questionnaire, variable scales are adapted from literature. Convenience sampling is used for distribution of questionnaire. Data is composed from 260 respondents in Punjab, Pakistan. For analyzing the data, statistical analysis will be done by using SPSS and AMOS.& All variables are significantly influence consumer intention to purchase eco-friendly cosmetics.This research suggests marketers to develop their marketing strategies and promote eco-friendly cosmetics through effective advertising.

Keywords: Ecofriendly Cosmetics; Consumers’ Behavior; Consumers’ Value; Buying Behavior (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://publishing.globalcsrc.org/ojs/index.php/jbsee/article/view/1032/744 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:src:jbsree:v:6:y:2020:i:1:p:113-134

DOI: 10.26710/jbsee.v6i1.1032

Access Statistics for this article

More articles in Journal of Business and Social Review in Emerging Economies from CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan Contact information at EDIRC.
Bibliographic data for series maintained by Prof. Dr. Ghulam Shabir ().