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Factors Affecting Females’ Green Purchasing Behavior of Green Cosmetics in Bahrain |
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PP: 2047-2059 |
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doi:10.18576/isl/120912
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Author(s) |
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Mohammed M. R. Moharam,
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Abstract |
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| This study analyzed the factors influencing green purchasing behavior among Bahraini women toward eco- friendly cosmetics. A conceptual model integrating planned behavior theory and value-belief-norm theory was used to survey 400 women. Positive attitudes towards eco-friendly cosmetics were prevalent, with high levels of purchases due to health and environmental benefits. The study confirmed all hypotheses of the conceptual model, which included four independent variables: attitudes, subjective norms, perceived behavioral control, and environmental beliefs, and a key dependent variable of green purchasing behavior. The study recommends that cosmetics companies prioritize environmental sustainability by using natural and organic product components, eco-friendly packaging, and cruelty-free products in order to promote green purchasing behavior among female consumers in Bahrain.
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