Proposing Influencing Factors to Increase Purchase Intention Through Sustainable Brand Trust in the Green Cosmetics Context

Shun Mya Thwe, Hossein Nezakati, Marie Augustine Lafontaine


Sustainable consumption has been widely studied recently due to the increase in environmental concern and awareness. This study aim to provide insights on factors influencing green cosmetics purchase intention. The methodological approach is constructed to examine the relation of perceived quality, CSR and brand image through the mediating role of sustainable brand trust. The Partial Least Square Structural Equation Modelling (PLS-SEM) using SmartPLS software is implemented to analyse the data. The findings of the research is expected to contribute to the field of marketing in the green cosmetics context and help managers to effectively and efficiently distribute their resources to focus on factors which can increase purchase intention.

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