Accept or Reject? Investigating Customers’ Attitudes Toward Green Cosmetics in Bangladesh

Abstract

Background : The extant literature is unclear regarding the predictors preventing customers from purchasing green cosmetics in developing countries. The present study seeks to enrich the existing literature using the innovation resistance theory (IRT). Hence, the study unveils how functional barriers and psychological barriers hinder customers’ attitudes toward green cosmetics, affecting their intentions to use and recommend. Methods : The proposed conceptual framework was validated using a structured questionnaire with primary data from 355 Bangladeshi customers. Then, we used the partial least square-based structural equation modeling (PLS-SEM) technique to test the proposed hypotheses. Results : The results show that the tradition barrier (β = − 0.36; t = − 4.286) and the usage barrier (β = −0.16; t = − 2.159) persuasively inhibit customers’ attitudes towards green cosmetics. The findings also reveal a strong influence of use intention (β = 0.60; t = 6.872 ) on recommendation intention to other customer s. Nevertheless, attitudes (β = − 0.07; t = − 0.862) have an insignificant effect on recommendation intentions. Conclusions : This research offers valuable insights for academia, industry practitioners, cosmetic manufacturers, and retailers to understand the determinants that impede customers from developing favorable attitudes toward green cosmetics. The study’s insights will aid marketers in formulating customer-centric marketing strategies and promoting sustainable use of green cosmetics. In addition, this study extends the IRT to gauge customer attitudes, uncovering novel insights into use and recommendation intention from two under-explored contexts: country (Bangladesh) and industry (cosmetics).