Consumer Behavior in green cosmetics market : survey in the form of a quantitative questionnaire among french generations

Abstract

Green cosmetics is an exponential industry, that consumers care more and more about. Cosmetics are part of the daily lives of many consumers, and they are increasingly concerned about how their prod-ucts are produced. Indeed, brand reputation and product information are increasingly important to consumers. In addition, two other factors are considered in purchasing intentions and are at the heart of the research: green washing and green skepticism. Therefore, the goal was to determine and pin-point the elements that affect consumers' intents to buy eco-friendly cosmetics. A quantitative survey was conducted in light of the study's goals and questions. Using a quantitative questionnaire, this re-search method gathered information for analysis from a sample of the target population. a deductive approach using a novel research methodology in which quantitative data was gathered via a survey questionnaire. Ninety-four people filled out the online survey. Green cleaning and high-quality infor-mation are the only factors influencing purchasing intentions, according to data computed by the SPSS software. Brand reputation and green skepticism are not significant (sig >0.1). On the other hand, there is an effect of quality information and green washing on purchase intentions. Attitude towards the brand is significant (sig. <0.001) for quality of information and green washing. In conclusion, the author states that purchase intention is determined exclusively by quality information, independently of green washing.