Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: a study of female customers

Abstract

Purpose – This paper aims to explore the factors influencing the purchasing patterns of eco-friendly cosmetics and beauty care products among female customers in Mauritius. It also investigates upon the relative significance of these factors in predicting the preference to buy and recommend eco-friendly cosmetics and beauty care products to others. Design/methodology/approach – The paper applies the data reduction technique by using exploratory factor analysis on a sample of 150 female consumers and condenses a set of 35 attributes into a list of eight comprehensible factors influencing the purchasing patterns of eco-friendly and beauty care products among females in Mauritius. Multiple regression analysis was also conducted to investigate upon the importance of the eight dimensions in influencing the behavioural intentions of females to purchase eco-friendly products and their likeliness to engage in referral for eco-friendly products. Findings – The factor analysis identified that the purchasing patterns for eco-friendly cosmetics and beauty care products is influenced by a combination of eight factors namely: “women lifestyles, self-image health and economic considerations”, “ethical consumerism among females”, “pharmacological essence of green cosmetics and beauty care products”, “visual appeal and physical cues in cosmetic stores”, “price-conscious decisions and effective promotion”, “belief on ethical claims in green messages”, “brand image and usage experience” and “sales representatives and social influences”. The results of the regression analysis have also suggested that the behavioural intention and referral of female customers is primarily derived from one predictor factor related to “women lifestyles, self-image, health and economic conditions”. Practical implications – In terms of marketing strategies, cosmetic and beauty care organisations should promote greater ethical concerns among female customers through effective green advertising messages. Greater emphasis should be placed on the pharmacological essence of green advertising. Cosmetic executives should also focus on health-related benefits while marketing cosmetics and beauty care products. Originality/value – The paper aims to fill up the significant gap in the literature on purchasing patterns for eco-friendly cosmetics and beauty care products among female customers. This study remains one of few research work designed to address different factors influencing the purchasing patterns for green cosmetics and beauty care products in the context of developing countries such as Mauritius. Yet, it would serve as a roadmap for cosmetics and beauty care companies to understand the factors impacting on purchasing patterns of eco-friendly cosmetics and beauty care products in similar contexts.

Environmental Sustainability in City Logistics Measures

“…However, fragmentary comparisons with already presented research confirm the obtained results. In some papers, younger people are more focused on environmental issues [111][112][113], and similarly, women are more eco-oriented than men [113][114][115]. Moreover, the obtained results confirm that the authorities in cities are most dedicated to environmental development [114][115][116][117][118][119].…”

Cosmetic for Modern Consumer: The Impact of Self-Congruity on Purchase Intention

“…Furthermore, other factors that influence the purchase of cosmetic products are religious compliance (Azmawani et al, 2015) environmental concerns (Kim and Chung, 2011;Pudaruth et al, 2015) and reference on nature-based cosmetics (Jihan et al, 2014). Hence, consumers purchase a product to improve their social self-concept to gain recognition to form confidence and self-images in their life (Nash, 2006;Souiden and Mariam, 2009).…”

“…Hence, consumers purchase a product to improve their social self-concept to gain recognition to form confidence and self-images in their life (Nash, 2006;Souiden and Mariam, 2009). There are motive in purchasing products, such as religiosity influences for Muslim consumers (Alam, 2012) Halal product for Muslim consumer as religions requirement (ElBassiouny, 2013) environmental friendly product that are eco-friendly and organic to dedicate their commitment in environmental sustainable (Kim and Chung, 2011;Pudaruth et al, 2015). Thus there are many factors that influence purchase intention base on individual culture.…”

Understanding the Ecological Adoption of Solar Water Heaters Among Customers of Island Economies

“…to behave in an ecological manner around the globe (Nimse et al, 2007;Sharma, 2009, Juwaheer et al 2012Pudaruth et al 2015). Specific studies on the ecological adoption of social water heater are almost inexistent for an Island economy such as Mauritius.…”

“…Mauritius is still in the early stages of executing sustainable strategies and ecological products within the context of the 'Maurice 'L'Ile Durable' programme on sustainability (Budget speech, 2008-09). There is still a lack of concern, education and purchase for green products among consumers of developing nations (Kumar and Ali, 2011), unlike developed countries have experienced an increase in the purchase of ecological products over the years as pointed out by various authors (Kangun et al, 1991;Martin and Simintiras, 1995;Schlegelmilch et al, 1996;Todd, 2004;Pudaruth et al 2015). Likewise, there has been accelerating ecological concern among consumers towards environmental friendly products for solar water heaters since solar water heaters save money, energy and protect the environment (Sharma, 2009).…”