A Study On Generation Z Consumer Buying Behaviour Towards Green Cosmetic Products

Abstract

This study delves into the influence of Generation Z consumers' attitudes, subjective norms, and perceived behavioral control on their intentions to purchase green cosmetic products, within the backdrop of the evolving cosmetics industry. The research unveils a significant presence of female consumers in this market, with the primary consumer group aged between 19-21 and predominantly holding bachelor's degrees. Employing the Theory of Planned Behavior (TPB), the study demonstrates that attitudes, subjective norms, perceived behavioral control, environmental concern, and product efficacy are all positively correlated with intentions to buy green cosmetic products, and these correlations are statistically significant. Particularly, perceived behavioral control stands out as the most influential factor. These insights are invaluable for cosmetics companies aiming to align with Generation Z's values and preferences, offering guidance for product development, marketing, and strategies targeting this influential consumer segment in the green cosmetics industry.