Resumo

Green, or eco-friendly products, are popular nowadays. They aim to prevent environmental pollution, since its production tries to minimize the negative environmental impacts and have alignment with sustainable development [2]. As consumers are becoming more aware about what they consume, demand for these products are increasing worldwide [4]. The Covid-19 pandemic significantly contributed to the consumers’ attitudes toward using green products, including the beauty sector [1]. Indeed, the beauty sector had to reinvent itself to respond quickly to the new market demands [3].

Although studies around sustainable consumption have increased in the last decades, a particular focus has been given to understand the factors that influence consumers to make green decisions. Thus, this article aims to analyze the antecedents of environmental attitude amongst green beauty products consumers in a developing country. More specifically, we aim to investigate the influence of environmental concern and environmental knowledge on environmental attitude, as well as the mediation role of environmental knowledge in the relationship of environmental concern and environmental attitude.

This research is anchored in three main assumptions that based our hypotheses. Firstly, we approached the green products’ category, focusing on the beauty segment, in which we suppose awareness and trust influences environmental concern. Secondly, we contextualize green consumers and its ethicality perception and self-transcendence also as drivers of environmental concern. Thirdly, environmental behavior theory emphasized environmental concern and knowledge as antecedents of environmental attitude.

This study used a descriptive research design following a cross-sectional analysis. Data analysis was conducted by Partial Least Squares Structural Equation Modelling (PLS-SEM). The primary data sample was collected in 2023 by a specialist company (IPSOS – Global Market Research and Public Opinion Specialist), that implemented their FastFacts data capturing system to collect the required data. The final sample included 500 consumers from South Africa.

The PLS-SEM results confirmed the positive influence of consumer perceived ethicality and self-transcendence on environmental concern. Results are also positive regarding the influence of environmental concern on environmental knowledge and attitude. Environmental knowledge, in turn, has positive and direct effects on environmental attitude, while it also partially mediates the relationship between environmental concern and environmental attitude. However, green beauty product awareness and trust do not influence environmental concern.

Results provide three main contributions. First, theoretically, the research provides further evidence on the factors that influence environmental attitudes, by the consumerism of green beauty products. Second, on a managerial perspective, our findings invite marketers to provide effective information to higher the level of awareness and trust on these products, as well as on consumers’ perceived ethicality. Third, policymakers can promote environmental programs to further emphasize the role of society in performing the objective of behavioral change and achieving sustainable development.

[1] Al Mamun, A. et al. 2023. Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon. [2] Costa, C. S. R. et al. 2021. Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production. [3] Dini, I., & Laneri, S. 2021. The New Challenge of Green Cosmetics: Natural Food Ingredients for Cosmetic Formulations. Molecules. [4] Piracci, G. et al. 2023. Identifying key attributes in sustainable food choices. Journal of Cleaner Production.