Factors Affecting Females’ Green Purchasing Behavior of Green Cosmetics in Bahrain

Authors

Mohammed M. R. Moharam, Public Relations and Advertising Department, Mass Communication Faculty, Cairo University, Giza 12613, Egypt\\ The College of Mass Communication and Media Technologies, Gulf University, Sanad 26489, Kingdom of BahrainFollow

Abstract

This study analyzed the factors influencing green purchasing behavior among Bahraini women toward eco- friendly cosmetics. A conceptual model integrating planned behavior theory and value-belief-norm theory was used to survey 400 women. Positive attitudes towards eco-friendly cosmetics were prevalent, with high levels of purchases due to health and environmental benefits. The study confirmed all hypotheses of the conceptual model, which included four independent variables: attitudes, subjective norms, perceived behavioral control, and environmental beliefs, and a key dependent variable of green purchasing behavior. The study recommends that cosmetics companies prioritize environmental sustainability by using natural and organic product components, eco-friendly packaging, and cruelty-free products in order to promote green purchasing behavior among female consumers in Bahrain.

Recommended Citation

M. R. Moharam, Mohammed (2023) "Factors Affecting Females’ Green Purchasing Behavior of Green Cosmetics in Bahrain," Information Sciences Letters: Vol. 12 : Iss. 9 , PP -.
Available at: https://digitalcommons.aaru.edu.jo/isl/vol12/iss9/13