Gen Z Purchase Intention Towards Green Cosmetics in India: A Sustainability Perspective

Abstract

This study explores the factors influencing the intention of young Generation Z (Gen Z) consumers in India to purchase green cosmetic products, grounded in the theoretical perspectives of the Theory of Planned Behavior (TPB). A structured questionnaire was distributed among Gen Z consumers in India, and the obtained responses were statistically examined using SPSS to test the proposed model. The analysis assessed the influence of attitude, subjective norms, perceived behavioural control (PBC), and environmental consciousness on green cosmetic purchase intentions. The results reveal that subjective norms particularly social influence from friends and family exert a strong and decisive impact on Gen Z’s propensity to choose environmentally friendly cosmetic products. Respondents also expressed positive attitudes towards eco-friendly beauty products, while PBC significantly enhanced their willingness to buy, suggesting that easier accessibility and affordability strengthen purchase intention. Moreover, environmental consciousness emerged as a strong determinant, emphasising the importance of personal ecological values in driving sustainable consumption. While the study is limited to Indian Gen Z consumers, future research could incorporate additional factors such as skin type preferences or cross-cultural comparisons to deepen understanding. The results provide valuable insights for marketers and policymakers, highlighting the need to leverage social influence and promote environmental values when designing effective strategies to engage Gen Z in sustainable consumption behaviour.

Keywords: Generation Z, Green Cosmetics, Purchase Intention, Theory of Planned Behavior (TPB), Subjective Norms, Environmental Consciousness, Sustainable Consumption

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