Costa Synodinos, Danelle Fourie
Abstract
In recent years, the beauty industry has witnessed a notable shift driven by the increasing environmental consciousness among consumers, impacting their purchase decisions for beauty products. Consumers now seek products that not only enhance their appearance but also align with their values of environmental responsibility and sustainability. Establishing a trustworthy brand is crucial for the success of green beauty products in this changing landscape. The specific problem addressed in this study is the extent to which factors such as materialism, self-enhancement, self-transcendence and attitude towards beauty products influence purchase intentions in the South African context. To investigate this, a descriptive research design employing a single cross-sectional sampling approach was employed. Research company IPSOS was enlisted to gather responses from 500 consumers.
The results of the study reveal that materialism and self-transcendence have a significantly positive influence on attitude. Furthermore, attitude displayed a significant positive influence towards South African consumers’ purchase intention of green beauty products. Interestingly, self-enhancement showed a negative influence towards attitudes toward green beauty products. Consequently, strategies should be directed towards showcasing the aesthetic value of green beauty products as well as creating positive attitudinal perceptions in order to promote purchase intention. By doing this, organisations can achieve higher customer sales and grow their customer base.