Costa Synodinos, Riané Dalziel
Abstract
Over recent years, a noticeable shift in the beauty industry has been observed as consumers are becoming more environmentally conscious which has altered their beauty product purchase decisions. Consumers are in search of products that enhance their appearance while aligning up with their sentiments of environmental responsibility and their values of sustainability. Creating a trustworthy brand is paramount to the success of green beauty products. The problem is identified as to what degree do the factors of price, quality and trust pose on consumer loyalty of green beauty products in the South African context. A descriptive research design using a single cross-sectional sampling approach was implemented to collect the data.
The research company IPSOS was employed to collect 500 consumer responses. The results indicate that quality perception, price perception and green trust significantly influence green beauty product loyalty of South African consumers. Perceived price influences consumers’ green beauty product loyalty to a greater extent than the perceived quality of a green beauty product. As such, strategies should be focused on emphasising both the price and quality of green beauty products. This will assist green beauty product retailers and brands to increase profits as they would generate loyal customers.