Consumers’ Intention to Purchase Green Skincare Products: Evidence from China

This study examines factors affecting customers’ intention to purchase green skincare products in China to provide some managerial recommendations to existing companies. The theory of planned behavior was applied to formulate our research hypotheses and establish our proposed model. A total of 121 Chinese consumers responded to a survey we conducted online. Hayes’s (2013) process and structural equation modeling was employed to test the moderating effect. We find that consumers’ attitudes, subjective norms, and perceived behavior control significantly affect their purchase intention. Moreover, the country of origin and price sensitivity has a moderation effect on the above relationships. The above findings can help green skincare companies to understand customer purchase behaviors in these modern times.