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Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line

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  • Camelia Grădinaru

    (Department of Communication Sciences and Public Relations, Faculty of Philosophy and Social-Political Sciences, Alexandru Ioan Cuza University of Iași, 11 Carol I Blvd., 700506 Iași, Romania)

  • Daniel-Rareș Obadă

    (Department of Communication Sciences and Public Relations, Faculty of Philosophy and Social-Political Sciences, Alexandru Ioan Cuza University of Iași, 11 Carol I Blvd., 700506 Iași, Romania)

  • Ioan-Alexandru Grădinaru

    (Department of Communication Sciences and Public Relations, Faculty of Philosophy and Social-Political Sciences, Alexandru Ioan Cuza University of Iași, 11 Carol I Blvd., 700506 Iași, Romania)

  • Dan-Cristian Dabija

    (Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University Cluj-Napoca, 58-60 Teodor Mihali Street, 400591 Cluj-Napoca, Romania)

Abstract

Profitable and dynamic, the cosmetics industry strives to conform to the environmental ideals and practices of the 21st century. For years, NGOs, the media, and consumers have accused cosmetics brands of pollution, environmental disasters, and safety concerns. These allegations can spread faster in the online environment and cause genuine brand crises. Many cosmetic company managers continue to assess the necessity of accelerating their business toward sustainability initiatives and being more consumer centric. Therefore, this paper aims to examine the impact of economic, social, and environmental sustainability on brand attachment and brand attractiveness, which may result in a positive WOM, enhance purchase intention, and finally lead to the intention to join online brand communities. To implement the research scope, the authors developed a conceptual model based on the triple bottom line (TBL) and the Stimulus-Organism-Response (SOR) approach. To assess the conceptual model, the authors have conducted quantitative research, through an online questionnaire, with data being collected from consumers via an online survey platform. The snowball sample comprised 1632 valid responses from consumers of sustainable cosmetics brands. Further on, the conceptual model was assessed employing structural equations modelling via SmartPLS. The results confirm the impact of the three pillars of TBL (i.e., economic, social, and environmental sustainability) (stimuli) on brand attachment and brand attractiveness (organism), which finally generates positive WOM, triggers purchase intention, and enhances consumers’ intention to join an online brand community (response). From a theoretical perspective, our research contributes to extending knowledge based on the SOR approach and TBL applied to sustainable cosmetics brands. Considering the significant effects of economic, social, and environmental sustainability on consumer perception and intention, the study also pinpoints some major management implications for the cosmetic industry.

Suggested Citation

  • Camelia Grădinaru & Daniel-Rareș Obadă & Ioan-Alexandru Grădinaru & Dan-Cristian Dabija, 2022. "Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line," Sustainability, MDPI, vol. 14(21), pages 1-22, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:14118-:d:957108
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    2. Prabaharan M & M Selvalakshmi & R Christina Jeya Nithilia, 2024. "The Role of Digital Touchpoints in Car Purchasing - An Empirical Research Concerning the Indian Market," Post-Print hal-04668727, HAL.
    3. Rad Dana & Cuc Lavinia Denisia & Lile Ramona & Cuc Paul Nichita & Pantea Mioara Florina & Anta Darius, 2023. "Suspiciousness and Fast and Slow Thinking Impact on Trust in Recommender Systems," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 17(1), pages 1103-1118, July.
    4. Duarte Xara-Brasil & João Pedro Cordeiro & Luísa Cagica Carvalho & Pedro Pardal & Paulo Duarte Silveira, 2023. "Consumer, Retailer, and Producer Green Orientation as a Marketing Driver: An Empirical Study in an Urban Food Market," Sustainability, MDPI, vol. 15(4), pages 1-13, February.
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    6. Hea Young Lim & Ki Han Kwon, 2023. "Sustainable Assessment of the Environmental Activities of Major Cosmetics and Personal Care Companies," Sustainability, MDPI, vol. 15(18), pages 1-20, September.

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