Purchase Intention and Buying Behaviour of Green Skincare Products: A Study on Bangladeshi Consumers

In response to global environmental concerns, skincare businesses are increasingly emphasizing the sustainability features of their products. Green skincare products are gradually attracting customer interest universally. While the conventional skincare product market has garnered significant attention in both academia and industry, the green product segment has not received adequate focus either internationally or locally. This research examines the determinants affecting the green skincare product purchase intentions and behaviours of Bangladeshi consumers. Based on previous literature, factors such as perceived behavioural control, subjective norms, availability of green skincare products, environmental concern, and attitude toward green skincare products are considered to identify their impacts on the intention to purchase green skincare products. Furthermore, the impact of purchase intention on actual behaviour has been examined. Responses from 202 respondents, aged 18 to 47 years, were collected using a structured questionnaire, and the partial least squares approach of structural equation modelling was employed for subsequent analysis. The results showed that the availability of and attitude towards green skincare products significantly influence the purchasing intention of these items. However, other variables are found to be insignificant. These insights emphasize the necessity for customized tactics aimed at fostering a positive attitude towards green skincare products and enhancing product availability to encourage sustainable consumption among Bangladeshi consumers. Being one of the pioneering works on green skincare product adoption in Bangladesh, the findings of this study are expected to help industry practitioners understand the unique nature of Bangladeshi consumers and design their strategies accordingly. Though there are limitations related to limited sample size, cross-sectional research design, and cultural and socioeconomic differences in this study, future research can be conducted in this context by incorporating cultural values, trust, consumer location, and gender dynamics.