DOES MUSLIM CONSUMERS PURCHASE GREEN COSMETICS? A PLS-SEM APPROACH

Abstract

A high Muslim population significantly impact on green purchase behavior (GPB). Examining this phenomenon enhances the understanding of GPB among Muslim consumers, particularly in green cosmetics. The aim of the study is to examine the interrelationship between values, personal norms and GPB. Additionally, it assesses the mediating role of personal norms in values-GPB relationship. Grounded in the Value-Belief-Norm theory, the present study employed a judgmental sampling technique for data collection. By using structural equation modeling approach, 258 usable online responses were gathered and analyzed through SmartPLS software. The findings of the study indicate positive results for all relationships. Specifically, both altruistic and hedonic values positively influence personal norms, which, in turn, positively impact GPB. Positive mediating role has been gathered, confirming personal norms as a mediator in values-GPB relationship. These findings provide valuable insights for marketers in developing more attractive and competitive marketing strategy tailored to consumers’ religious background. Specifically, they highlight the potential for green cosmetics marketers to target Muslim consumers, who possess strong purchasing power. Moreover, the findings raise consumers’ awareness of the importance of green attributes when purchasing cosmetic products.