Consumers' Purchase Intention Of Environmentally-Friendly Cosmetic Products
Cosmetic products are being used daily by consumers worldwide. The rising demand of cosmetic products coupled with the unsustainable behavior of consumers have led to the deterioration of the environment. Over the years’ corporations have bear much of the responsibilities to preserve the environment...
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| Format: | Thesis |
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2018
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| Summary: | Cosmetic products are being used daily by consumers worldwide. The rising demand of cosmetic products coupled with the unsustainable behavior of consumers have led to the deterioration of the environment. Over the years’ corporations have bear much of the responsibilities to preserve the environment and have changed the way they do business. Consumers are still the biggest contributor to environmental deterioration. Even with the rising concerns among consumers towards the environment, it does not translate into purchasing decision. Cosmetic companies are now moving towards changing the consumer behavior through environmental corporate social responsibility (ECSR) in the hope of influencing consumers toward behaving sustainably which include purchasing environmentally-friendly cosmetic products. In doing so, it is important to investigate the factors that influence consumer’s purchase decision especially those who are not the current user of environmentally-friendly cosmetic products. The underpinning theory for this research is Norm Activation Theory (NAT) to investigate the factors that influence consumer’s purchase intention of environmentally-friendly cosmetic products. This research extends the theoretical model by adding social norm (SN) and ECSR initiatives with personal norm as its mediating variable. The original components of NAT are consisting of awareness of consequences, ascription of responsibility, efficacy and personal norm. |
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