Green Cosmetic Purchase Intention of Gen Z: The Mediating Role of Attitude

Abstract

Purpose:    Growing environmental concerns have accelerated the demand for sustainable products, including green cosmetics. This trend is particularly evident among Generation Z, known for their strong environmental values and active online presence. Despite their pro-environmental attitudes, a noticeable gap persists between Gen Z’s environmental awareness and their actual green purchasing behavior. This study investigates the determinants of green cosmetic purchase intention among Generation Z in Sri Lanka, employing Theory of Planned Behavior (TPB) framework.

Design/methodology/approach:  A quantitative, cross-sectional survey was conducted with 450 Gen Z consumers using a structured online questionnaire. Data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings:    The findings revealed that attitude has the strongest direct influence on purchase intention, confirming the central proposition of TPB. While eWOM and product knowledge do not directly affect purchase intention, both show significant indirect effects through attitude. Notably, environmental concern negatively predicts purchase intention directly but exerts a positive indirect effect via attitude, suggesting skepticism about green claims or concerns about greenwashing. The results underscore the pivotal role of attitude as a psychological mechanism that translates awareness into behavioral intention.

Originality:   This research contributes to extending knowledge of consumer behavior towards green cosmetics purchasing. The present study is grounded on the Theory of Planned Behavior by further explaining using eWOM to contribute the theoretical foundation of the study. Further, it empirically contributes to broadening the understanding of comprehensive consumer behaviour on green cosmetic market that has been inadequately researched.

Implications:   From a practical perspective, the study offers valuable insights for marketers: building trust and providing credible, informative content through eWOM and educational efforts can foster positive attitudes and enhance green purchase intentions among Gen Z consumers.