Psychological determinants of pro-environmental consumer behavior in sustainable cosmetic purchases in India: an integrated VBN–TPB approach
Vinita Srivastava, Shubha Johri, Vanshika Bhattacharya, Rajiv Ranjan ThakurPurpose
This study aims to examine the psychological determinants of pro-environmental behavior (PEB) in the context of sustainable cosmetic purchases among consumers in the Delhi–NCR region. The study draws on constructs from the value–belief–norm (VBN) theory and the theory of planned behavior (TPB) to create an integrated model that works in an emerging market context. The study uses partial least squares structural equation modeling to examine the influence of personality, values, beliefs and attitudes on PEB concerning the purchase of cosmetics in sustainable ways.
Design/methodology/approach
This research explores values, beliefs, attitudes, personality traits and proenvironmental behaviors. Data was collected from a structured questionnaire. The respondents were sampled purposively to ensure relevant participants who had prior experiences with purchasing cosmetics and with sustainability-related characteristics in cosmetic products. Four hundred people were approached, and 219 responses were obtained, suitable for analysis. A total of 110 male and 109 female respondents were used as the final sample. The model examines only the direct effects hypothesized in H1 to H4. No mediation or indirect effects were proposed or tested.
Findings
Results reveal that personality traits significantly influence consumer attitudes. Attitudes emerged as the strongest predictor of proenvironmental behavior for cosmetics, followed by values and subsequently by beliefs. The findings suggest that sustainable marketing strategies in the cosmetics sector should focus on understanding personality dimensions and activating consumers’ environmental attitudes, beliefs and values.
Research limitations/implications
Focus on a single country, geographic concentration of the sample and the use of self-reported measures restrict the broader applicability of the findings. In the relatively short data collection period, it is difficult to capture causal pathways among psychological constructs and behavioral change over time or establish them in a cross-sectional design.
Practical implications
The study reveals that the values and beliefs play a crucial role in pro-Environmental consumer behavior in the Indian cosmetics market. Personality traits are found to be influencing consumers’ attitudes toward sustainable cosmetic products, highlighting the differences between people in the context of sustainable purchase decisions. The results indicate that marketing communication can be tailored to the personality, environmental values and beliefs about sustainability of consumers. Cosmetic companies can enhance pro-environmental purchasing intentions by making the environmental advantages of green cosmetic products visible on packaging, in advertising and via digital marketing campaigns. The study also shows that psychological factors of sustainable consumption are applicable in emerging market countries like India, thus providing useful insights for practitioners and policymakers advocating for sustainable consumer behavior.
Social implications
Ecological consequences of cosmetic consumption should be emphasized for the pro-environmental campaigns in Delhi–NCR and beyond. PEB can be brought to action by influencing values, beliefs and attitudes of the consumers.
Originality/value
This study strengthens the psychological explanation of PEB for cosmetics consumption by its findings and thus makes meaningful theoretical contribution on the VBN theory and the TPB in the context of emerging market. Besides, inclusion of personality traits in integrated VBN-TPB framework, becomes an unique dimension of the study.