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

Shun Mya Thwe, Hossein Nezakati, Marie Augustine Lafontaine

Abstract


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.

Full Text:

PDF

References


Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.

Abdulrazak, S., & Amran, A. (2018). Exploring consumer support for CSR from the perspective of moral legitimacy. Journal of Global Responsibility, 9(1), 41–57. https://doi.org/10.1108/jgr-04-2017-0023

Amberg, N., & Fogarassy, C. (2019). Green Consumer Behavior in the Cosmetics Market. Resources, 8(3), 137. doi:10.3390/resources8030137

Bhattacharya, C. B., Korschun, D., & Sen, S. (2009). Strengthening stakeholder-company relationships through mutually beneficial corporate social responsibility initiatives. Journal of Business Ethics, 85(SUPPL.2), 257–272. https://doi.org/10.1007/s10551-008-9730-3

Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions for consumer durables. Journal of the Academy of Marketing Science. https://doi.org/10.1177/0092070300283005

Cain, M. K., Zhang, Z., & Yuan, K. H. (2017). Univariate and multivariate skewness and kurtosis for measuring nonnormality: Prevalence, influence and estimation. Behavior Research Methods. https://doi.org/10.3758/s13428-016-0814-1

Castaldo, S., Perrini, F., Misani, N., & Tencati, A. (2009). The missing link between corporate social responsibility and consumer trust: The case of fair trade products. Journal of Business Ethics, 84(1), 1–15. https://doi.org/10.1007/s10551-008-9669-4

Chandon, P., Morwitz, V. G., & Reinartz, W. J. (2005). Do intentions really predict behavior? self-generated validity effects in survey research. Journal of Marketing, 69(2), 1–14. https://doi.org/10.1509/jmkg.69.2.1.60755

Cheah, I., Shimul, A. S., & Ming Man, M. H. (2020). Young consumer’s attitude toward local versus foreign luxury brands. Journal of Global Fashion Marketing, 11(4), 397–412. https://doi.org/10.1080/20932685.2020.1799837

Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9

Chen, Y. S., & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63–82. https://doi.org/10.1108/00251741311291319

Cheung, R., Lam, A. Y. C., & Lau, M. M. (2015). Drivers of green product adoption: the role of green perceived value, green trust and perceived quality. Journal of Global Scholars of Marketing Science, 25(3), 232–245. https://doi.org/10.1080/21639159.2015.1041781

Chin, J., Jiang, B., Mufidah, I., Persada, S., & Noer, B. (2018). The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach. Sustainability, 10(11), 3922. doi:10.3390/su10113922

Cooper, D. R. (2018). Business research: A guide to planning, conducting, and reporting your study. Thousand Oaks, California: SAGE Publications.

Escaler, G. (2020). Council Post: Transforming Sustainability Into A Competitive Advantage. https://www.forbes.com/sites/forbescommunicationscouncil/2020/09/09/transforming-sustainability-into-a-competitive-advantage/?sh=630cdaff282e

Gefen, D., Straub, D., & Boudreau, M.-C. (2000). Structural Equation Modeling and Regression: Guidelines for Research Practice. Communications of the Association for Information Systems. https://doi.org/10.17705/1cais.00407

Gold, A. H., Malhotra, A., &Segars, A. H. (2001). Knowledge Management: An Organizational Capabilities Perspective. Journal of Management Information Systems, 18(1), 185–214.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Second Edition. In California: Sage.

Harvard Business Review. (2019). Research: Actually, Consumers Do Buy Sustainable Products. https://hbr.org/2019/06/research-actually-consumers-do-buy-sustainable-products

Huang, Z. J., & Cai, L. A. (2015). Modeling consumer-based brand equity for multinational hotel brands - When hosts become guests. Tourism Management, 46, 431–443. https://doi.org/10.1016/j.tourman.2014.07.013

Kahraman, A., & Kazançoğlu, İ. (2019). Understanding consumers’ purchase intentions toward natural-claimed products: A qualitative research in personal care products [Article]. 28(6), 1218–1233. https://doi.org/10.1002/bse.2312

Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H. (1999). Green marketing and Ajzen’s theory of planned behaviour: A cross-market examination. Journal of Consumer Marketing, 16(4/5), 441–460. https://doi.org/10.1108/07363769910289550

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1). https://doi.org/10.1177/002224299305700101

Keller, K. . (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity, 2. Aufl., Upper Saddle River: Prentice-Hall. 2. Aufl., Upper Saddle River: Prentice-Hall.

Kline, R. B. (2011). Principles and practice of structural equation modeling. Guilford Press.

Lee, J., & Lee, Y. (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image. Journal of Fashion Marketing and Management, 22(3), 387–403. https://doi.org/10.1108/JFMM-08-2017-0087

Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005

Lin, Z., & He, X. (2017). The Images of Foreign Versus Domestic Retailer Brands in China: A Model of Corporate Brand Image and Store Image. In Advances in Chinese Brand Management (pp. 289–315). https://doi.org/10.1057/978-1-352-00011-5_13

Liobikienė, G., & Bernatonienė, J. (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review. In Journal of Cleaner Production (Vol. 162, pp. 109–120). Elsevier Ltd. https://doi.org/10.1016/j.jclepro.2017.05.204

Mardia, K. V. (1970). Measures of multivariate skewness and kurtosis with applications. Biometrika, 57(3), 519. https://doi.org/10.1093/biomet/57.3.519

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302

MPC. (2016). Sustainable Development Initiative in Malaysia. https://www.mpc.gov.my/wp-content/uploads/2016/04/Sustainable-Development-Initiatives-In-Malaysia.pdf

Munerah, S., Koay, K. Y., & Thambiah, S. (2021). Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach. Journal of Cleaner Production, 1–11. https://doi.org/10.1016/j.jclepro.2020.124192

MyHealth. (2019). Know your cosmetics. http://www.myhealth.gov.my/en/know-your-cosmetics/

Morrison, D. G. (1979). Purchase Intentions and Purchase Behavior. Journal of Marketing, 43(2), 65–74. https://doi.org/10.2307/1250742

Netemeyer, R. G., Maxham, J. G., & Pullig, C. (2005). Conflicts in the work-family interface: Links to job stress, customer service employee performance, and customer purchase intent. Journal of Marketing. https://doi.org/10.1509/jmkg.69.2.130.60758

NPRA. (2021). Cosmetic Main Page. https://www.npra.gov.my/index.php/en/cosmetic-main-page.html

Nunnally, J. C. (1978). Psychometric theory: 2d ed. McGraw-Hill.

Pudaruth, S., Juwaheer, T. D., & Seewoo, Y. D. (2015). Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: A study of female customers. Social Responsibility Journal, 11(1), 179–198. https://doi.org/10.1108/SRJ-04-2013-0049

Rassel, G. R., Leland, S. M., Mohr, Z., & O'Sullivan, E. (2021). Research methods for public administrators. Routledge.

Rosmarin, R. (2020). Sustainability sells: Why consumers and clothing brands alike are turning to sustainability as a guiding light. https://www.businessinsider.com/sustainability-as-a-value-is-changing-how-consumers-shop

Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 34(2), 158–166. https://doi.org/10.1509/jmkr.38.2.225.18838

Shimul, A. S., Cheah, I., & Khan, B. B. (2021). Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa. Journal of Global Marketing, 1–20. https://doi.org/10.1080/08911762.2021.1934770

Snoj, B., Pisnik Korda, A., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management. https://doi.org/10.1108/10610420410538050

Srivastava, N., Dash, S. B., & Mookerjee, A. (2016). Determinants of brand trust in high inherent risk products: The moderating role of education and working status. Marketing Intelligence and Planning, 34(3), 394–420. https://doi.org/10.1108/MIP-01-2015-0004

Statistia. (2019). Topic: Cosmetics Industry. https://www.statista.com/topics/3137/cosmetics- industry/

Sustainable Development. (2020). Malaysia .:. Sustainable Development Knowledge Platform. https://sustainabledevelopment.un.org/memberstates/malaysia

Teng, C. C., & Wang, Y. M. (2015). Decisional factors driving organic food consumption: Generation of consumer purchase intentions. British Food Journal, 117(3), 1066–1081. https://doi.org/10.1108/BFJ-12-2013-0361

Wang, E. S. T., & Tsai, B. K. (2014). Consumer response to retail performance of organic food retailers. British Food Journal, 116(2), 212–227. https://doi.org/10.1108/BFJ-05-2012-0123

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 64(1), 12–40. https://doi.org/10.2307/1251929


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.