The mediating role of brand love in predicting green purchase behaviour of organic cosmetic products

This paper looks into the past studies pertaining to green purchase behaviour, particularly across the cosmetics industry, which is still scarce in number despite its flourishing business and gaining much attention from the industry players. The literature affirms a pressing need to assess green purchase behaviour in organic cosmetics as cosmetic users are unprotected from side effects due to use of skincare and cosmetics products. As such, this study investigated the factors that influenced green purchase behaviour towards organic cosmetic products. From the lens of the Theory of Consumption Values (TCV); perceived quality, perceived price, peer influence, knowledge, health consciousness, and brand love were incorporated into the conceptual framework of this study. Essentially, correlations among perceived quality, perceived price, peer influence, knowledge, and health consciousness of green purchase behaviour in organic cosmetics were assessed. The mediating role of brand love was examined in the research model. This study involved cosmetic users within the vicinity of Malaysia and 147 minimum samples had been required for this study based on the Partial Least Square – Structural Equation Modelling (PLS-SEM). Judgemental sampling techniques and quantitative approach were adopted, along with SPSS and SmartPLS as the analysis tools. This study offers theoretical and managerial implications in the area of green purchase behaviour