Green consumer behavior toward natural cosmetics in a developing economy: behavioral drivers and strategic implications

Arshiya Farooqui () and Ubada Aqeel ()
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Arshiya Farooqui: Department of Healthcare and Pharmaceutical Management, School of Management and Business Studies
Ubada Aqeel: Department of Healthcare and Pharmaceutical Management, School of Management and Business Studies

SN Business & Economics, 2025, vol. 5, issue 12, 1-30

Abstract: Abstract This study investigates the behavioral, psychological, and demographic factors influencing consumer intention to purchase natural cosmetics in the context of a developing economy, with a focus on individual motivations, attitudes, and perceived barriers. A cross-sectional survey was conducted among 433 university students in India using a structured questionnaire. The dependent variable was intention to buy natural cosmetics (Yes/No), while the independent variables included health-conscious lifestyle, environmental concern, perceived product effectiveness, price sensitivity (willingness to pay for natural ingredients and packaging), openness to new brands, and organic food consumption behavior. Binary logistic regression and Importance-Performance Matrix Analysis (IPMA) were used for statistical modeling using SMART PLS4. The results show that six out of nine variables significantly predicted purchase intention. Buying organic food, willingness to pay for natural packaging and ingredients, and health-aware lifestyle were the strongest predictors. Environmental awareness and belief in the effectiveness of natural cosmetics also showed significant but moderate influence. Demographic variables (gender, education) were not statistically significant. IPMA revealed that while environmental awareness had high performance, constructs like organic food consumption and health-aware lifestyle were high in importance but low in performance—indicating strategic focus areas. As the study is based on a young, educated university students, the findings should be interpreted within this demographic profile. This study contributes to the literature on green consumption by offering context-specific insights from an emerging market. It highlights how green consumer behavior is shaped by personal health values and environmental attitudes rather than demographic traits. The findings offer guidance to both policymakers and marketers seeking to align with Sustainable Development Goal 12: Responsible Consumption and Production.

Keywords: Binary logistic regression; Environmental concern; Green consumption; Green consumer behavior; Health awareness; IPMA; Natural cosmetics; Organic food; Sustainability (search for similar items in EconPapers)
JEL-codes: D12 M31 Q01 Q56 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s43546-025-00990-w

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