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Does It Matter Who Exhibits More Green Purchase Behavior of Cosmetic Products in Asian Culture? A Multi-Group Analysis Approach

Author

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  • Farzana Quoquab

    (Azman Hashim Internal Business School (AHIBS), Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia)

  • Azila Jaini

    (Faculty of Entrepreneurship and Business, University Malaysia Kelantan, Pengkalan Chepa 16100, Malaysia)

  • Jihad Mohammad

    (Department of Management and Marketing, College of Business and Economics, Qatar University, Doha 2713, Qatar)

Abstract

This study attempts to investigate the moderating effect of gender on value-belief-norm relationships. In addition, this study aims to investigate the factors that affect green purchase behavior of cosmetics products. Particularly, this study investigates the causal relationships between values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. An online survey was carried out which yielded 240 usable responses among which 79 responses were obtained from males and 161 from females. Data were analyzed using structural equation modeling, partial least square (PLS-SEM) approach and multi-group analysis (MGA) technique. Results revealed that all direct relationships were supported by the data. It was also found that gender moderates the relationships between altruistic values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. Nevertheless, gender did not moderate the link between hedonic value and pro-environmental beliefs. This study contributes to the existing literature by considering gender as a moderator, which is comparatively new in the green purchase behavior literature. In addition, this study examines few new linkages: more specifically, incorporating hedonic value in value-belief link and adapting value-belief-norm (VBN) theory in measuring consumers’ green purchase behavior.

Suggested Citation

  • Farzana Quoquab & Azila Jaini & Jihad Mohammad, 2020. "Does It Matter Who Exhibits More Green Purchase Behavior of Cosmetic Products in Asian Culture? A Multi-Group Analysis Approach," IJERPH, MDPI, vol. 17(14), pages 1-20, July.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:14:p:5258-:d:387474
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    Cited by:

    1. Yam B. Limbu & A. F. M. Jalal Ahamed, 2023. "What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda," Sustainability, MDPI, vol. 15(15), pages 1-15, August.
    2. Wutthiya Aekthanate Srisathan & Sasichakorn Wongsaichia & Nathateenee Gebsombut & Phaninee Naruetharadhol & Chavis Ketkaew, 2023. "The Green-Awakening Customer Attitudes towards Buying Green Products on an Online Platform in Thailand: The Multigroup Moderation Effects of Age, Gender, and Income," Sustainability, MDPI, vol. 15(3), pages 1-30, January.
    3. Eleanor Kohler & Emmanuel Mogaji & İsmail Erkan, 2023. "Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    4. Roghayeh Teimourfamian Asl & Soheila Khoddami, 2023. "A Framework for Investigating Green Purchase Behavior with a Focus on Individually Perceived and Contextual Factors," Business Perspectives and Research, , vol. 11(1), pages 94-111, January.

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