Understanding consumers' purchase intention towards green beauty products

In the last decades, consumers started to take into account features like sustainability and environmental protection in their purchasing intentions and behaviour. The purpose of this research is to determine which variables influence consumers’ purchase intention towards green beauty products. In order to do so, an extension of the theory of planned behaviour was applied. Four additional factors were included as antecedents of attitude in the model, specifically two value dimensions (environmental and health consciousness) and two knowledge ones (product knowledge and past experience). The data were collected by the mean of an online survey questionnaire and the findings may be useful to improve academicians, practitioners and public’s understanding about the factors which impact on green purchasing intention in the beauty market.