The Influence of Human Values, Environmental Awareness, and Attitudes on the Intention to Purchase Cannabis-Based Skincare Cosmetics

Abstract

This article analyzes consumer intentions to purchase cannabis-based skincare cosmetics by considering the role of human values, environmental awareness, and attitudes toward cannabis-based skincare cosmetics and their industrial use. The literature enabled the definition of a set of nine hypotheses, which were tested by a quantitative study with 230 participants from Portugal. Data were collected online in 2021 using snowball sampling. Structural equation modeling and mean difference tests were used for the hypothesis testing. The results suggest that personal values regarding openness to change and conservation indirectly influence the acceptance of cannabis-derived cosmetic products by reinforcing attitudes toward cannabis-based skincare cosmetics, and that environmental awareness influences the intention to purchase cannabis-based skincare cosmetics. This article provides relevant insights for both practitioners and researchers, as it demonstrates that both attitudes toward cannabis-based skincare cosmetics and the attitude toward the use of cannabis by the cosmetic industry predict purchase intentions of cannabis-based skin care cosmetics and therefore, should be considered for the development of the strategy for communicating with consumers. The article also makes some suggestions about the profiles of consumers most willing to buy this type of product, highlighting the role of environmental awareness and human values as strong determinants that influence the purchase intention of cannabis-based skincare cosmetics.

An analysis of sustainable consumption practices through the role of the consumer behavior in the circular economy

“…Studies clarify that awareness directly affects attitude and purchase intention (Borin et al, 2011; Chen et al, 2020; Chen & Lee, 2015; Mostaghel & Chirumalla, 2021; Ribeiro et al, 2022). Mostaghel and Chirumalla (2021) argue that awareness will directly impact consumer attitude and ethical purchase intention.…”

“…The literature highlights that environmental (Chen et al, 2020; Khaleeli & Jawabri, 2021; Ribeiro et al, 2022), ethical (Akbar et al, 2014; Huang et al, 2014), and brand awareness (Doszhanov & Ahmad, 2015; Shanti & Joshi, 2022) have direct effects on consumer attitudes and purchase intentions. We delve deeper into each dimension, highlighting that attitude did not mediate the relationship between Environmental Awareness and purchase intention (Khaleeli & Jawabri, 2021).…”

“…The literature highlights that consumer attitudes directly affect ethical purchase intentions (Borin et al, 2011; Chen et al, 2020; Chen & Lee, 2015; Khaleeli & Jawabri, 2021; Mostaghel & Chirumalla, 2021; Ribeiro et al, 2022). Furthermore, product functionality and brand interaction affect purchase intention (Arli et al, 2018; García‐Salirrosas & Rondon‐Eusebio, 2022).…”

“…Mostaghel and Chirumalla (2021) explain in their model that there is an intention and ethical purchase behavior after attitude. Previous studies have identified that the dimensions of awareness (Chen et al, 2020; Ribeiro et al, 2022) and attitude (Jaiswal et al, 2021; Kilbourne & Pickett, 2008; Suki, 2016) have direct effects on purchase intention. Ethical purchase intention refers to the intention to purchase products that minimize the environmental impact.…”

“…Studies have highlighted that sustainable consumption practices act on infinite variables that allow an understanding of behavior (Leary et al, 2014; Lim, 2016). These include awareness (Akbar et al, 2014; Ribeiro et al, 2022), attitude (Borin et al, 2011; Chen & Lee, 2015; Mostaghel & Chirumalla, 2021), purchase intention (Chen et al, 2020; Cheung et al, 2022), and product purchase (Papista & Dimitriadis, 2019). In addition, other studies have found that individual values and other personal factors (Burchell et al, 2013; Farr‐Wharton et al, 2014; Lim, 2017; Lim et al, 2022) allow us to delve deeper into how sustainable consumption behavior is observed.…”