VIII. Academic Studies Congress | Andizhan, Uzbekistan

Green Cosmetics Buying Through Green Social Media Marketing: A Case of Young Females of Pakistan

Not scheduled

20m

Description

The twenty-first century is witnessing a global trend in green consumption, encouraging cosmetic companies to produce a broader range of green products to meet the demands of these new customers. Social media-driven consumer attitudes are resulting in more environment-friendly behaviour. The Theory of Planned Behavior (TPB) was used to explain how social media affects customers' buying intention and motivation (altruism and egoism) of green cosmetic products in young females of Pakistan. An online survey was conducted to test the latent hypotheses of a suggested conceptual model. The partial least squares (PLS) modelling technique was used to test the validity and reliability of the reflective constructs. Data were collected on an adapted questionnaire, and the results of 357 valid responses highlight the significance of social media on consumer attitudes, subjective norms, and egoistic and altruistic motivations, as well as the influence of these variables as antecedents of purchase intention for green cosmetics. Results have significant theoretical implications, as the formation of customer motivation and intent to purchase green cosmetics are significantly influenced by external variables, such as social media as a source of information. The research findings are essential for marketers to use improved social media communication methods to boost consumer motivation to buy green cosmetics.