Sustainable Beauty: A Conceptual Paper of How Sustainable Marketing Impact Consumer Behaviour in the Cosmetic Industry

Research Article
Open access

Sustainable Beauty: A Conceptual Paper of How Sustainable Marketing Impact Consumer Behaviour in the Cosmetic Industry

Jinduo Yang 1* , Mehrunishah Begum Bathusha Hamid 2
  • 1 Graduate School of Business, Segi University , Kota Damansara, Petaling Jaya, Malaysia    
  • 2 Graduate School of Business, Segi University , Kota Damansara, Petaling Jaya, Malaysia    
  • *corresponding author 15254467606@163.com
AEMPS Vol.93
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-485-9
ISBN (Online): 978-1-83558-486-6

Abstract

This conceptual paper outlines the impact of sustainable marketing on consumer behaviour in China's cosmetics industry. With the severe environmental changes and people's environmental protection awareness, consumers are more likely to buy environmentally friendly products when buying cosmetics. The study demonstrates the role of sustainability in changing consumer buying habits, highlighting the cosmetic industry's shift towards environmentally friendly and ethical approaches. It highlights the sector's challenges, particularly in production and management, which pose serious sustainability issues. By taking a closer look at how sustainable marketing influences consumer choices and buying patterns, this study aims to reveal how eco-friendly buying habits, ethical considerations, and environmental awareness drive demand for beauty products. Through the literature review, this study discovers the trends in this industry, such as the growing interest in cleansing beauty products and the shift of consumer behaviors towards sustainability. It also builds a framework linking sustainable practices to consumer behaviour, which is based on the interplay between consumer purchase considerations and sustainable practices.

Keywords:

Sustainable marketing, consumer behaviour, Cosmetic Industry, Environmental consideration

Yang,J.;Hamid,M.B.B. (2024). Sustainable Beauty: A Conceptual Paper of How Sustainable Marketing Impact Consumer Behaviour in the Cosmetic Industry. Advances in Economics, Management and Political Sciences,93,54-59.
Export citation

1.Introduction

The cosmetics industry in China generally refers to the beauty or personal care industry. Many products such as skin care, hair care, cosmetics, perfumes and other products fall under the cosmetics industry [1]. Chinese consumers will consider various environment-related issues when purchasing cosmetics, because the rapid growth of the cosmetics market is accompanied by effective environmental deterioration [2].

According to the research of Man and Rahman, the cosmetics industry is undergoing a significant transformation in today's world, with environmental sustainability and ethical consumerism increasingly perfected [3]. While cosmetics such as skin care products enhance beauty and self-esteem, they often carry environmental risks. A large ecological footprint is created in the production, packaging and handling of these products. The sustainability challenges facing the cosmetics industry must therefore be addressed both globally and locally in China [4]. The primary purpose of this study is to explore sustainable marketing's role in shaping Chinese consumer behaviour when purchasing cosmetics. In the cosmetics industry, sustainable marketing practices are emerging as a key to addressing challenges. Sustainable marketing includes multiple aspects, mainly focusing on environmental responsibility strategies, ethical procurement and transparent communication with consumers [5].

As in many other parts of the world, sustainable marketing practices are gaining popularity as cosmetics companies in China realize the importance of appealing to consumers who prioritize sustainability. As cleaning products became popular, different celebrities began to promote and publicize the beauty of cleaning [6]. It can be seen that consumers in the cosmetics industry want clean, natural products and, simultaneously, want them to be safer to use.

Due to increasing environmental pollution and its impact on people's health, the sustainability aspect of the business environment has gradually moved to the forefront [7]. As with the global environment, the cosmetics industry in China is experiencing a growing focus on environmentally friendly and ethical businesses [8]. Consumers are looking for environmentally friendly products from natural or organic raw materials. Concerns include animal testing, excessive packaging of products and the use of dangerous chemicals. One of the major contributing factors to creating environmental sustainability is consumers' green purchasing behaviour.

The study is important in making readers more aware of the necessity and effectiveness of adopting sustainable marketing, thus influencing the behaviour of Chinese consumers when purchasing cosmetics products. The study aimed to understand how sustainable marketing can change customer behaviour and attitudes towards cosmetic skincare products and practices.

2.Literature review

Consumers are increasing their environmental awareness and demand for clean products in the global cosmetics industry, which is a shift in consumer purchase habits [9]. As Pop, suniplalcan & Alt[10] stated, the cosmetics industry actively responds to customer needs, including developing an increasing number of healthy lifestyle items and eco-friendly beauty products. This shift is happening in many places outside Western markets, such as China. Under the complex role of economic, cultural and social factors, the emergence of environmental awareness and clean beauty has impacted consumer behaviour in the Chinese cosmetics industry. Kapoor, Singh & Misra [11] argued that developing countries could use green cosmetics as a new competitive advantage. At the same time, consideration of sustainability is also an influential factor in consumers' purchases [12]. The consumer environment constantly changes, and sustainable marketing has become a key factor in customer behaviour. Sustainable marketing is a multifaceted approach that combines ethical sourcing, social responsibility and environmentally friendly practices. Changes in consumer preference for cleaning products and green purchasing behaviour are affecting various cosmetics companies in China [13]. Consumers' green buying patterns will lead to more consideration of reducing carbon footprint, ethical considerations, sustainable business practices, and sustainable products when purchasing cosmetics.

Scholars analyze from different angles when studying green purchasing behavior. This paper sorted out the effects of Reduction of the carbon footprint, Environmental awareness and Social influence on green purchasing decisions, as shown in the following table.

Table 1: Factors affecting consumers' green purchasing behaviour.

Influencing factors

Studies from scholars

Reduction of the carbon footprint

Reducing carbon footprint is the focus of sustainable marketing, an issue that can be addressed by promoting environmentally friendly technologies and products with less environmental impact while increasing consumer preferences [14].

Many people make their purchasing decisions by analyzing the environmental impact of a company's products' carbon footprint [13].

Successfully reducing the carbon footprint of products in the cosmetics industry will improve consumers' purchasing decisions on green purchasing behaviour [15].

To meet consumers' green buying preferences, companies are pushing for more information about carbon footprint labels to be attached to products as a way to encourage environmentally responsible purchasing decisions [16].

Environmental awareness

Rente [17] believes that to meet consumers' environmental concerns, cosmetics manufacturers adopt more green chemistry and sustainable principles in the production of products.

With growing global concerns about climate change, sustainability and pollution, Chinese consumers are increasingly concerned about the possible environmental impact of what they buy [18].

The public's growing awareness of environmental protection is one of the key factors driving Chinese consumers' green purchasing behaviour [19].

Zameer, H & Yasmeen H [20] designed a survey to explore the influencing factors of green purchase intention in quantitative research method, and found that environmental awareness significantly enhanced green purchase intention, and green purchase intention was the key to sustainable consumption.

Social influence

When Huang [21] studied the factors determining consumer behaviour in China's cosmetics industry, he took social influence factors as an effective and appropriate mediating variable.

According to the findings of Martins and Marto’s [22] proactive review of the social impact in cosmetic design, cosmetic companies that value sustainability in the design process will positively impact consumer choices.

Nittala and Moturu [23] mention that consumers, aware that their consumption habits have a corresponding social impact, will naturally choose to make purchasing decisions based on values that promote sustainability and environmental responsibility.

Wang, S. T. [24] studied the influence of consumer characteristics and social influencing factors on green consumption, and the results showed that collectivist values and subjective norms in social influencing factors had a positive impact on consumers' green consumption intention.

3.Conceptual framework

This paper reviews the relationship between sustainable marketing and green consumer behaviour in the Chinese cosmetics market. This conceptual study provides a deep exploration of the research topic and makes an academic contribution to the development direction of the cosmetics industry in China.

According to domestic and foreign literature analysis, in the context of sustainable marketing, factors affecting consumer purchasing behaviour in the cosmetics industry mainly include reducing carbon footprint, environmental awareness and social influence. Therefore, this paper proposes a conceptual framework, as shown in the figure below.

Figure 1: Conceptual Framework.

4.Recommendations for future research

Future studies can delve into the factors that influence changes in consumer preferences. Further, study the shaping process of consumer preference for sustainable cosmetics and explores the factors influencing consumer choices, such as brand image, product effectiveness and price. Combining with specific cosmetics brands, future studies can explore how changes in brand production practices interact with consumers' green purchasing behaviour.

In addition, future research can also carry out cross-cultural comparative research. Compare consumer perceptions and attitudes towards sustainable cosmetics in different cultural contexts to better understand different cultural responses to sustainable marketing. From the perspective of different cultures, explore the green shopping promotion measures for different cultural groups.

From the perspective of enterprise development, future research can study the effectiveness of sustainable marketing strategies. Evaluate the effectiveness of different sustainable marketing strategies in the cosmetics market, including indicators such as brand awareness, sales growth and consumer loyalty. In addition, empirical analysis and research can also be carried out to conduct quantitative data analysis of various indicators to obtain enterprise strategy suggestions more objectively.

5.Conclusion

Over the past few years, consumer behavioral preferences have changed in the cosmetics industry. Consumers are already putting more weight on sustainability when making decisions. This shift in consumer preferences in the cosmetics industry has taken place. Due to more and more of this shift, sustainable marketing is becoming increasingly important in terms of consumer behaviour. This study found that with the deepening of environmental deterioration, the consumer behaviour of Chinese consumers in purchasing cosmetics has changed in the context of sustainable marketing. More and more consumers are inclined to buy more environmentally friendly products. When they shop, they pay attention to reducing carbon emissions. Increased environmental awareness also makes consumers think more before making a purchase. Social influence makes consumers more inclined to buy environmentally friendly products that conform to mainstream common sense when purchasing cosmetics. This study proposes a conceptual framework to explain the factors influencing consumers' green consumption behaviour. This study also enriches the research theory of sustainable shopping and consumer behaviour in the cosmetics industry.


References

[1]. Klimek-Szczykutowicz, M., Szopa, A., & Ekiert, H. (2020). Citrus limon (Lemon) phenomenon—a review of the chemistry, pharmacological properties, applications in the modern pharmaceutical, food, and cosmetics industries, and biotechnological studies. Plants, 9(1), 119. Retrieved on 3 November 2023 from https://www.mdpi.com/2223-7747/9/1/119?type=check_update&

[2]. Fang, T., & Li, B. (2022). Attitudes in Consuming Green Products: Exploring Chinese Consumers in the Beauty Industry. Retrieved on 3 November 2023 from https://www.diva-portal.org/smash/get/diva2:1664850/FULLTEXT01.pdf

[3]. Man, Q., & Rahman, J. M. (2019). The impact of cosmetics industry social media marketing on brand loyalty: Evidence from Chinese college students. Academy of Marketing Studies Journal, 23(2). Retrieved on 3 November 2023 from https://wkuwire.org/bitstream/20.500.12540/143/1/wku_schlrs_publcn_000112.pdf

[4]. Manavat, P., Pandey, S., Pandey, M., & Chauhan, D. (2020). Understanding the impact of influencers on brand loyalty in the cosmetic industry. International Research Journal of Modernization in Engineering Technology and Science, 4(3), 1372-1382. Retrieved on 3 November 2023 from https://www.irjmets.com/uploadedfiles/paper/issue_3_march_2022/19977/final/fin_irjmets1647877824.pdf

[5]. Zhou, H., Luo, D., Chen, D., Tan, X., Bai, X., Liu, Z., ... & Liu, W. (2021). Current advances of nanocarrier technology-based active cosmetic ingredients for beauty applications. Clinical, Cosmetic and Investigational Dermatology, 867-887. Retrieved on 4 December 2023 from https://www.tandfonline.com/doi/pdf/10.2147/CCID.S313429

[6]. Lee, J., & Kwon, K. H. (2022). Why is generation MZ passionate about good consumption of K‐cosmetics amid the COVID‐19 pandemic?. Journal of Cosmetic Dermatology, 21(8), 3208-3218. Retrieved on 4 December 2023 from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9115150/

[7]. Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2020). “I buy green products, do you…?” The moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry. International Journal of Pharmaceutical and Healthcare Marketing, 14(1), 89-112. Retrieved on 29 November 2023 from https://www.researchgate.net/profile/Farzana-Quoquab/publication/338532578_I_buy_green_products_do_you_The_moderating_effect_of_eWOM_on_green_purchase_behavior_in_Malaysian_cosmetics_industry/links/5e85fd8a92851c2f5276555f/I-buy-green-products-do-you-The-moderating-effect-of-eWOM-on-green-purchase-behavior-in-Malaysian-cosmetics-industry.pdf

[8]. Sharmeen, J. B., Mahomoodally, F. M., Zengin, G., & Maggi, F. (2021). Essential oils as natural sources of fragrance compounds for cosmetics and cosmeceuticals. Molecules, 26(3), 666. Retrieved on 3 November 2023 from https://www.mdpi.com/1420-3049/26/3/666/pdf

[9]. Lee, J., & Kwon, K. H. (2022). Sustainable changes in beauty market trends focused on the perspective of safety in the post‐coronavirus disease‐19 period. Journal of Cosmetic Dermatology, 21(7), 2700-2707. Retrieved on 3 November 2023 from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9115195/

[10]. Pop, R. A., Săplăcan, Z., & Alt, M. A. (2020). Social media goes green—The impact of social media on green cosmetics purchase motivation and intention. Information, 11(9), 447. Retrieved on 29 November 2023 from https://www.mdpi.com/2078-2489/11/9/447/pdf

[11]. Kapoor, R., Singh, A. B., & Misra, R. (2019). Green cosmetics-Changing young consumer preference and reforming cosmetic industry. Int. J. Recent Technol. Eng, 8(4), 12932-12939. Retrieved on 29 November 2023 from http://dx.doi.org/10.35940/ijrte.D6927.118419

[12]. Rocca, R., Acerbi, F., Fumagalli, L., & Taisch, M. (2022). Sustainability paradigm in the cosmetics industry: State of the art. Cleaner Waste Systems, 100057. Retrieved on 3 November 2023 from https://www.sciencedirect.com/science/article/pii/S2772912522000574

[13]. Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International journal of environmental research and public health, 17(18), 6607. Retrieved on 8 January 2024 from https://www.mdpi.com/1660-4601/17/18/6607/pdf

[14]. Rathore, B. (2022). Impact of Green Marketing on Sustainable Business Development. Cardiff Metropolitan University. Presentation. Retrieved on 4 December 2023 from https://www.researchgate.net/profile/Bharati-Rathore-2/publication/368302925_Impact_of_Green_Marketing_on_Sustainable_Business_Development/links/63e160872f0d126cd18d595e/Impact-of-Green-Marketing-on-Sustainable-Business-Development.pdf

[15]. Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 102162. Retrieved on 19 January 2024 from https://doi.org/10.1016/j.jretconser.2020.102162

[16]. Seth, S., Yadav, P., & Mahato, M. K. (2023). Carbon labelling, Low-carbon lifestyles, Carbon footprint mitigation and Purchase decision: Weaving through a common thread. Rivista Italiana di Filosofia Analitica Junior, 14(2), 874-882.

[17]. Rente, D., Bubalo, M. C., Panić, M., Paiva, A., Caprin, B., Redovniković, I. R., & Duarte, A. Meng, Y., Li, Y., Zheng, N., Hou, S., Li, Y., Wang, S., ... & Liang, D. (2021). Potential health risks of metals in skin care products used by Chinese consumers aged 19–29 years. Ecotoxicology and Environmental Safety, 216, 112184. Retrieved on 29 November 2023 from https://www.sciencedirect.com/science/article/pii/S0147651321002955

[18]. Sheng, G., Xie, F., Gong, S., & Pan, H. (2019). The role of cultural values in green purchasing intention: Empirical evidence from Chinese consumers. International journal of consumer studies, 43(3), 315-326. Retrieved on 4 December 2023 from https://www.researchgate.net/profile/Siyu-Gong/publication/331001078_The_Role_of_Cultural_Values_in_Green_Purchasing_Intention_Empirical_Evidence_from_Chinese_Consumers/links/5c8756b8299bf1e02e2874a6/The-Role-of-Cultural-Values-in-Green-Purchasing-Intention-Empirical-Evidence-from-Chinese-Consumers.pdf

[19]. Aguiar, J. B., Martins, A. M., Almeida, C., Ribeiro, H. M., & Marto, J. (2022). Water sustainability: A waterless life cycle for cosmetic products. Sustainable Production and Consumption, 32, 35-51. Retrieved on 29 November 2023 from https://www.sciencedirect.com/science/article/pii/S235255092200094X

[20]. Zameer, H., & Yasmeen, H. (2022). Green innovation and environmental awareness driven green purchase intentions. Marketing Intelligence & Planning, 40(5), 624-638.

[21]. Huang, Y., & Suo, L. (2021). Factors affecting Chinese consumers’ impulse buying decision of live streaming E-commerce. Asian Social Science, 17(5), 16-32. Retrieved on 8 January 2024 from https://doi.org/10.5539/ass.v17n5p16

[22]. Martins, A. M., & Marto, J. M. (2023). A sustainable life cycle for cosmetics: From design and development to post-use phase. Sustainable Chemistry and Pharmacy, 35, 101178. Retrieved on 29 November 2023 from https://www.sciencedirect.com/science/article/pii/S2352554123002127

[23]. Nittala, R., & Moturu, V. R. (2023). Role of pro-environmental post-purchase behaviour in green consumer behaviour. Vilakshan-XIMB Journal of Management, 20(1), 82-97. Retrieved on 29 November 2023 from https://www.emerald.com/insight/content/doi/10.1108/XJM-03-2021-0074/full/html

[24]. Wang, S. T. (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence & Planning, 32(7), 738-753.


Cite this article

Yang,J.;Hamid,M.B.B. (2024). Sustainable Beauty: A Conceptual Paper of How Sustainable Marketing Impact Consumer Behaviour in the Cosmetic Industry. Advances in Economics, Management and Political Sciences,93,54-59.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the 2nd International Conference on Management Research and Economic Development

ISBN:978-1-83558-485-9(Print) / 978-1-83558-486-6(Online)
Editor:Canh Thien Dang
Conference website: https://www.icmred.org/
Conference date: 30 May 2024
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.93
ISSN:2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

References

[1]. Klimek-Szczykutowicz, M., Szopa, A., & Ekiert, H. (2020). Citrus limon (Lemon) phenomenon—a review of the chemistry, pharmacological properties, applications in the modern pharmaceutical, food, and cosmetics industries, and biotechnological studies. Plants, 9(1), 119. Retrieved on 3 November 2023 from https://www.mdpi.com/2223-7747/9/1/119?type=check_update&

[2]. Fang, T., & Li, B. (2022). Attitudes in Consuming Green Products: Exploring Chinese Consumers in the Beauty Industry. Retrieved on 3 November 2023 from https://www.diva-portal.org/smash/get/diva2:1664850/FULLTEXT01.pdf

[3]. Man, Q., & Rahman, J. M. (2019). The impact of cosmetics industry social media marketing on brand loyalty: Evidence from Chinese college students. Academy of Marketing Studies Journal, 23(2). Retrieved on 3 November 2023 from https://wkuwire.org/bitstream/20.500.12540/143/1/wku_schlrs_publcn_000112.pdf

[4]. Manavat, P., Pandey, S., Pandey, M., & Chauhan, D. (2020). Understanding the impact of influencers on brand loyalty in the cosmetic industry. International Research Journal of Modernization in Engineering Technology and Science, 4(3), 1372-1382. Retrieved on 3 November 2023 from https://www.irjmets.com/uploadedfiles/paper/issue_3_march_2022/19977/final/fin_irjmets1647877824.pdf

[5]. Zhou, H., Luo, D., Chen, D., Tan, X., Bai, X., Liu, Z., ... & Liu, W. (2021). Current advances of nanocarrier technology-based active cosmetic ingredients for beauty applications. Clinical, Cosmetic and Investigational Dermatology, 867-887. Retrieved on 4 December 2023 from https://www.tandfonline.com/doi/pdf/10.2147/CCID.S313429

[6]. Lee, J., & Kwon, K. H. (2022). Why is generation MZ passionate about good consumption of K‐cosmetics amid the COVID‐19 pandemic?. Journal of Cosmetic Dermatology, 21(8), 3208-3218. Retrieved on 4 December 2023 from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9115150/

[7]. Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2020). “I buy green products, do you…?” The moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry. International Journal of Pharmaceutical and Healthcare Marketing, 14(1), 89-112. Retrieved on 29 November 2023 from https://www.researchgate.net/profile/Farzana-Quoquab/publication/338532578_I_buy_green_products_do_you_The_moderating_effect_of_eWOM_on_green_purchase_behavior_in_Malaysian_cosmetics_industry/links/5e85fd8a92851c2f5276555f/I-buy-green-products-do-you-The-moderating-effect-of-eWOM-on-green-purchase-behavior-in-Malaysian-cosmetics-industry.pdf

[8]. Sharmeen, J. B., Mahomoodally, F. M., Zengin, G., & Maggi, F. (2021). Essential oils as natural sources of fragrance compounds for cosmetics and cosmeceuticals. Molecules, 26(3), 666. Retrieved on 3 November 2023 from https://www.mdpi.com/1420-3049/26/3/666/pdf

[9]. Lee, J., & Kwon, K. H. (2022). Sustainable changes in beauty market trends focused on the perspective of safety in the post‐coronavirus disease‐19 period. Journal of Cosmetic Dermatology, 21(7), 2700-2707. Retrieved on 3 November 2023 from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9115195/

[10]. Pop, R. A., Săplăcan, Z., & Alt, M. A. (2020). Social media goes green—The impact of social media on green cosmetics purchase motivation and intention. Information, 11(9), 447. Retrieved on 29 November 2023 from https://www.mdpi.com/2078-2489/11/9/447/pdf

[11]. Kapoor, R., Singh, A. B., & Misra, R. (2019). Green cosmetics-Changing young consumer preference and reforming cosmetic industry. Int. J. Recent Technol. Eng, 8(4), 12932-12939. Retrieved on 29 November 2023 from http://dx.doi.org/10.35940/ijrte.D6927.118419

[12]. Rocca, R., Acerbi, F., Fumagalli, L., & Taisch, M. (2022). Sustainability paradigm in the cosmetics industry: State of the art. Cleaner Waste Systems, 100057. Retrieved on 3 November 2023 from https://www.sciencedirect.com/science/article/pii/S2772912522000574

[13]. Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International journal of environmental research and public health, 17(18), 6607. Retrieved on 8 January 2024 from https://www.mdpi.com/1660-4601/17/18/6607/pdf

[14]. Rathore, B. (2022). Impact of Green Marketing on Sustainable Business Development. Cardiff Metropolitan University. Presentation. Retrieved on 4 December 2023 from https://www.researchgate.net/profile/Bharati-Rathore-2/publication/368302925_Impact_of_Green_Marketing_on_Sustainable_Business_Development/links/63e160872f0d126cd18d595e/Impact-of-Green-Marketing-on-Sustainable-Business-Development.pdf

[15]. Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 102162. Retrieved on 19 January 2024 from https://doi.org/10.1016/j.jretconser.2020.102162

[16]. Seth, S., Yadav, P., & Mahato, M. K. (2023). Carbon labelling, Low-carbon lifestyles, Carbon footprint mitigation and Purchase decision: Weaving through a common thread. Rivista Italiana di Filosofia Analitica Junior, 14(2), 874-882.

[17]. Rente, D., Bubalo, M. C., Panić, M., Paiva, A., Caprin, B., Redovniković, I. R., & Duarte, A. Meng, Y., Li, Y., Zheng, N., Hou, S., Li, Y., Wang, S., ... & Liang, D. (2021). Potential health risks of metals in skin care products used by Chinese consumers aged 19–29 years. Ecotoxicology and Environmental Safety, 216, 112184. Retrieved on 29 November 2023 from https://www.sciencedirect.com/science/article/pii/S0147651321002955

[18]. Sheng, G., Xie, F., Gong, S., & Pan, H. (2019). The role of cultural values in green purchasing intention: Empirical evidence from Chinese consumers. International journal of consumer studies, 43(3), 315-326. Retrieved on 4 December 2023 from https://www.researchgate.net/profile/Siyu-Gong/publication/331001078_The_Role_of_Cultural_Values_in_Green_Purchasing_Intention_Empirical_Evidence_from_Chinese_Consumers/links/5c8756b8299bf1e02e2874a6/The-Role-of-Cultural-Values-in-Green-Purchasing-Intention-Empirical-Evidence-from-Chinese-Consumers.pdf

[19]. Aguiar, J. B., Martins, A. M., Almeida, C., Ribeiro, H. M., & Marto, J. (2022). Water sustainability: A waterless life cycle for cosmetic products. Sustainable Production and Consumption, 32, 35-51. Retrieved on 29 November 2023 from https://www.sciencedirect.com/science/article/pii/S235255092200094X

[20]. Zameer, H., & Yasmeen, H. (2022). Green innovation and environmental awareness driven green purchase intentions. Marketing Intelligence & Planning, 40(5), 624-638.

[21]. Huang, Y., & Suo, L. (2021). Factors affecting Chinese consumers’ impulse buying decision of live streaming E-commerce. Asian Social Science, 17(5), 16-32. Retrieved on 8 January 2024 from https://doi.org/10.5539/ass.v17n5p16

[22]. Martins, A. M., & Marto, J. M. (2023). A sustainable life cycle for cosmetics: From design and development to post-use phase. Sustainable Chemistry and Pharmacy, 35, 101178. Retrieved on 29 November 2023 from https://www.sciencedirect.com/science/article/pii/S2352554123002127

[23]. Nittala, R., & Moturu, V. R. (2023). Role of pro-environmental post-purchase behaviour in green consumer behaviour. Vilakshan-XIMB Journal of Management, 20(1), 82-97. Retrieved on 29 November 2023 from https://www.emerald.com/insight/content/doi/10.1108/XJM-03-2021-0074/full/html

[24]. Wang, S. T. (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence & Planning, 32(7), 738-753.