Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

Abstract

In today’s world, the demand for cosmetic products is increasing at a faster rate than before, and companies have begun to manufacture cosmetic products to cater to the needs of local and international users. This paper aims to explore the relationship between celebrity endorsement, promotional activities, packaging, brand image, and green consumer buying behavior in the cosmetic industry of Pakistan. It also examines the mediating role of the brand image between celebrity endorsement and green consumer buying behavior. The data was collected primarily through a 5 Likert scale questionnaire from the females of the four renowned Universities of Pakistan. The Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for data analysis, and the sample size contained 190 respondents. The findings revealed a significant direct relationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior (Green CBB). Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investing in green consumption in Pakistan.

The Reinvesting Impact of Promotional Activity and Store Atmosphere on Impulse Buying Behavior: The Mediating Role of Payment Facility

“…It is very important to check the adopted questionnaire reliability and validity before testing the proposed hypothesis in the research. In the present study three values are indicated in Table 1 such as items loading, Cronbach value and average variance extracted and based of these adopted questionnaire reliabilities and validly is confirmed [14]. The recommended value for the item loading and Cronbach alpha should be equal or greater than 0.70 [15].…”

Purchase intention of organic foods: are lifestyles of health and sustainability the reason for my purchase decision?

“…, 2020). Some studies have tried to find the influence of factors like celebrity endorsement, promotional activities, packaging and brand image, on green consumer buying behavior (Qalati et al. , 2020).…”

“…Further, some studies on customers of organic eco-friendly beauty products did prove that gender, income level, education and profession have a major role in impacting consumers' purchasing behavior (Feil et al, 2020). Some studies have tried to find the influence of factors like celebrity endorsement, promotional activities, packaging and brand image, on green consumer buying behavior (Qalati et al, 2020). This research goes a step further to now look at the constructs adopted from the PMT and SOR theory to build a new model for predicting the purchase behavior of customers toward organic foods.…”

Antecedents and Mediating Role of Green Buying Behavior

“…A study on electronics products in Taiwan concluded that "green brand image, green satisfaction, and green trust are positively related to green brand equity. " Thus, for sustainable growth and enhancing brand loyalty, firms should allocate considerable resources towards developing ecofriendly products (Qalati, Li, Mirani, Sohu, Hussain & Ahmed, 2020;Butt, Mushtaq, Afzal, Khong, Ong, & Ng, 2017).…”