No abstract

Purpose Though the concern over pro-environmental behavior is growing, there is a lack of a valid scale to measure pro-environmental behavior in nutricosmetics context. Nutricosmetics products are believed to boost health and fitness and thus gained worldwide popularity. Many consumers in recent days are purchasing nutricosmetics products because of its positive impact toward human health and less harm toward the environment. However, to date, there is no valid instrument to measure this construct. To fill this gap in the existing literature, this study aims to develop a valid and reliable scale to measure pro-environmental behavior in nutricosmetics purchase (PEB-NP). Design/methodology/approach To develop and validate the PEB-NP scale, a sequential process is followed which includes item generation, item selection, item purification and item validation. Relevant literature was reviewed and qualitative interviews were carried out to generate the items. Next, experts’ opinion was sought to select the items. Two studies were conducted (N = 150, N = 448) to explore the factor structure and to validate the scale. Exploratory factor analysis (EFA) was used to purify the scale, whereas confirmatory factor analysis (CFA) using SmartPLS (version 3) was used to validate the scale. Findings Based on EFA output, 14 items were retained which were then validated using CFA. The results revealed that, PEB-NP is a hierarchical multi-dimensional construct. The dimensions are “environmental aesthetics,” “conservation behavior (reduce and recycle)” and “health consciousness.” The findings from CFA confirmed the EFA results and established that pro-environmental behavior is a third-order factor model in which conservation dimension is consisted of two sub-dimensions, namely, “reduce” and “recycle” behavior. Practical implications The newly developed scale will enable the marketers and policymakers to segment their consumers based on this scale to better strategize the marketing efforts in fulfilling their needs. Not only this, the PEB-NP scale will benefit marketers in understanding the behavioral pattern and purchase preference of the pro-environmental consumers with regard to the nutricosmetics consumption. This research also provides suggestions for future researchers in the pro-environmental behavior and nutricosmetics fields. Originality/value This study is a pioneer study to develop and validate the PEB scale in the context of nutricosmetics purchase.

Purpose This study aims to examine the direct effect of compensatory health beliefs (CHBs), environmental self-identity and perceived environmental responsibility (PER) towards consumers' pro-environmental behaviour (PEB). Moreover, this study also investigates the mediating role of PER. Design/methodology/approach Data were collected from nutricosmetics consumers in Malaysia. A questionnaire survey was carried out in three major shopping complexes in Klang Valley areas, which generated 448 completed usable responses. The partial least square technique (SmartPLS, version 3) was used to analyse the data and to test the study hypotheses. Findings The results revealed that CHBs, environmental self-identity and environmental perceived responsibility positively affect consumers’ PEB in nutricosmetics consumption. Additionally, data supported the mediating role of PER in the relationship between CHB, environmental self-identity and PEB. Practical implications It is expected that the study findings will provide significant insights to help marketers and policymakers about consumers’ nutricosmetic products consumption. It will help the marketers to plan for effective marketing strategies to produce environmentally friendly products and to serve the green consumer segment effectively. Moreover, companies attempting to launch new nutricosmetics brands may find the results helpful in understanding PEB. Originality/value This study is among the pioneers to examine consumers’ PEB of nutricosmetics products. Moreover, there is a dearth of studies that have investigated the PEB of consumers in regard to the CHBs, environmental self-identity and PER towards nutricosmetics consumption. Additionally, this study examines the mediating role of PER between “CHBs and PEB” and “environmental self-identity and PEB”, which are yet to examine in the past literature in the field.

The present paper attempts to shed some light on consumers' consciousness on environmental aesthetics in using nutricosmetics products. More particularly, this paper seeks to answer the following questions: (1) How does green marketing contribute to consumer consciousness towards environmental aesthetics? (2) How do nutricosmetic products present its aesthetic values towards its consumers? (3) How do consumers perceive environmental aesthetics in purchasing nutricosmetic products? (4) How are environmental aesthetics interconnected with the environment? In answering these research questions, relevant literature is reviewed, analysed, compared and synthesized as a way to gather the required information. The present paper contributes to the understanding of environmental aesthetics in the context of nutricosmetics industry.