Behavioral Antecedents of Green Skincare Purchases in the Zillennial Cohort: A Literature Review
Main Article Content
Abstract
The green skincare market has emerged as a vital subject for academic inquiry and business innovation, driven by rising environmental concerns and a strong shift toward sustainable consumption. Focused on younger consumers, particularly Zillennials with heightened eco-consciousness, this review examines the factors that motivate purchasing behavior beyond mere green purchase intention (GPI). Although many studies have addressed GPI, little attention has been given to the direct antecedents of actual buying behavior. In particular, prior research has largely neglected the impact of Personal Norms alongside constructs such as Green Purchase Attitude (GPA) and Perceived Behavioral Control (PBC). Utilizing established frameworks, including the Norm Activation Model and the Theory of Planned Behavior, this narrative review synthesizes existing literature to bridge this gap. The analysis critically investigates how GPA, PBC, Personal Norms, and GPI interact to shape green purchasing behaviors among Zillennial consumers. The review underscores the essential role of personal normative factors in transforming purchase intentions into tangible actions, thereby enriching current theoretical models. These insights not only advance academic understanding but also provide guidance for marketers and policymakers aiming to enhance consumer perceptions, attitudes, and control, ultimately fostering greater adoption of eco-friendly skincare products.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(1), 179–211. https://doi.org/10.47985/dcidj.475
Al Mamun, A., Nawi, N. C., Hayat, N., & Zainol, N. R. B. (2020). Predicting the Purchase Intention and Behaviour towards Green Skincare Products among Malaysian Consumers. Sustainability, 12(24), 10663. https://doi.org/10.3390/su122410663
Amberg, N., & Fogarassy, C. (2019). Green Consumer Behavior in the Cosmetics Market. Resources, 8(3), 137. https://doi.org/10.3390/resources8030137
Askadilla, W. L., & Krisjanti, M. N. (2017). UNDERSTANDING INDONESIAN GREEN CONSUMER BEHAVIOR ON COSMETIC PRODUCTS: THEORY OF PLANNED BEHAVIOR MODEL. Polish Journal of Management Studies, 15(2), 7–15. https://doi.org/10.17512/pjms.2017.15.2.01
Ateş, H. (2020). Merging theory of planned behavior and value identity personal norm model to explain pro-environmental behaviors. Sustainable Production and Consumption, 24, 169–180. https://doi.org/10.1016/j.spc.2020.07.006
Bhutto, M. H., Tariq, B., Azhar, S., Ahmed, K., Khuwaja, F. M., & Han, H. (2020). Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity. European Business Review, 34(1). https://doi.org/10.1108/EBR-10-2019-0274
Borusiak, B., Szymkowiak, A., Horska, E., Raszka, N., & Zelichowska, E. (2020). Towards building sustainable consumption: A study of second-hand buying intentions. Sustainability (Switzerland), 12(3), 1–15. https://doi.org/10.3390/su12030875
Bui, T. Q., Nguyen, N. T., Nguyen, K. K., & Tran, T. T. (2021). Antecedents Affecting Purchase Intention of Green Skincare Products: A Case Study in Vietnam. Journal of Asian Finance, Economics and Business, 8(3), 1295–1302. https://doi.org/10.13106/jafeb.2021.vol8.no3.1295
Carfora, V., Cavallo, C., Catellani, P., Giudice, T. Del, & Cicia, G. (2021). Why do consumers intend to purchase natural food? Integrating theory of planned behavior, value-belief-norm theory, and trust. Nutrients, 13(6), 1904. https://doi.org/10.3390/nu13061904
Chatterjee, S., Sreen, N., Sadarangani, P. H., & Gogoi, B. J. (2022). Impact of Green Consumption Value, and Context-Specific Reasons on Green Purchase Intentions: A Behavioral Reasoning Theory Perspective. Journal of Global Marketing, 35(4), 285–305. https://doi.org/10.1080/08911762.2021.1996670
Chaturvedi, P., Kulshreshtha, K., & Tripathi, V. (2020). Investigating the determinants of behavioral intentions of generation Z for recycled clothing: An evidence from a developing economy. Young Consumers, 21(4), 403–417. https://doi.org/10.1108/YC-03-2020-1110
Chaudhary, R. (2018). Green buying behavior in India: an empirical analysis. Journal of Global Responsibility, 9(2), 179–192. https://doi.org/10.1108/jgr-12-2017-0058
Cui, M., Li, Y., & Wang, S. (2024). Environmental Knowledge and Green Purchase Intention and Behavior in China: The Mediating Role of Moral Obligation. Sustainability, 16(14), 6263. https://doi.org/10.3390/su16146263
Elgammal, I., Ghanem, M., & Al-Modaf, O. (2024). Sustainable Purchasing Behaviors in Generation Z: The Role of Social Identity and Behavioral Intentions in the Saudi Context. Sustainability, 16(11), 4478. https://doi.org/10.3390/su16114478
Esfahani, M. D., Ramayah, T., & Rahman, A. A. (2017). Moderating role of personal values on managers’ intention to adopt green IS: Examining norm activation theory. Industrial Management and Data Systems, 117(3), 582–604. https://doi.org/10.1108/IMDS-02-2016-0049
Filip, A., Stancu, A., Onișor, L.-F., Mogoș, O. C., Catană, Ștefan-A., & Goldbach, D. (2025). Drivers of Purchase Intentions of Generation Z on Eco-Products. Sustainability, 17(2), 629. https://doi.org/10.3390/su17020629
Green, B. N., Johnson, C. D., & Adams, A. (2006). Writing narrative literature reviews for peer-reviewed journals: secrets of the trade. Journal of Chiropractic Medicine, 5(3), 101–117. https://doi.org/10.1016/S0899-3467(07)60142-6
Hamzah, M. I., & Tanwir, N. S. (2021). Do pro-environmental factors lead to purchase intention of hybrid vehicles? The moderating effects of environmental knowledge. Journal of Cleaner Production, 279. https://doi.org/10.1016/j.jclepro.2020.123643
han, J., Prabhakar, G., Luo, X., & Tseng, H.-T. (2024). Exploring generation Z consumers’ purchase intention towards green products during the COVID-19 pandemic in China. E-Prime - Advances in Electrical Engineering, Electronics and Energy, 8, 100552. https://doi.org/10.1016/j.prime.2024.100552
Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34(October 2016), 145–152. https://doi.org/10.1016/j.jretconser.2016.10.006
Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2020). “I buy green products, do you…?” International Journal of Pharmaceutical and Healthcare Marketing, 14(1), 89–112. https://doi.org/10.1108/IJPHM-02-2019-0017
Jaiswal, D., & Singh, B. (2018). Toward sustainable consumption: Investigating the determinants of green buying behaviour of Indian consumers. Business Strategy & Development, 1(1), 64–73. https://doi.org/10.1002/bsd2.12
Juncan, A. M., Morgovan, C., & Rus, L. L. (2019). Selection and Application of Synthetic versus Natural Emollients in the Formulation of Skin Care Products. Revista de Chimie, 70(8), 2764–2768. https://doi.org/10.37358/RC.19.8.7423
Kour, M. (2024). Understanding the drivers of green consumption: a study on consumer behavior, environmental ethics, and sustainable choices for achieving SDG 12. SN Business & Economics, 4(9), 97. https://doi.org/10.1007/s43546-024-00691-w
Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers’ green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823–1841. https://doi.org/10.1108/APJML-05-2019-0285
Liu, Y., Ndubisi, N. O., Liu, Y., & Barrane, F. Z. (2020). New product development and sustainable performance of Chinese SMMEs: The role of dynamic capability and intra-national environmental forces. International Journal of Production Economics, 230, 107817.
Mensah, P. A. (2021). Green product awareness effect on green purchase intentions of university students’: An emerging market ’ s perspective. Future Business Journal. https://doi.org/10.1186/s43093-021-00094-5
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, 280, 124192. https://doi.org/10.1016/j.jclepro.2020.124192
Nguyen, T. T. H., Nguyen, N., Nguyen, T. B. L., Phan, T. T. H., Bui, L. P., & Moon, H. C. (2019). Investigating consumer attitude and intention towards online food purchasing in an emerging economy: An extended TAM approach. Foods, 8(11), 576.
Onel, N. (2017). Pro-environmental Purchasing Behavior of Consumers. Social Marketing Quarterly, 23(2), 103–121. https://doi.org/10.1177/1524500416672440
Park, J., & Ha, S. (2014). Understanding consumer recycling behavior: Combining the theory of planned behavior and the norm activation model. Family and Consumer Sciences Research Journal, 42(3), 278–291. https://doi.org/10.1111/fcsr.12061
Porral, C. C., & Lévy-Mangin, J. P. (2017). Store brands’ purchase intention: Examining the role of perceived quality. European Research on Management and Business Economics, 23(2), 90–95. https://doi.org/10.1016/j.iedeen.2016.10.001
Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/10.1016/j.jclepro.2016.09.116
Saleki, R., Quoquab, F., & Mohammad, J. (2019). What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness. Journal of Agribusiness in Developing and Emerging Economies, 9(5), 584–603. https://doi.org/10.1108/JADEE-02-2019-0018
Schwartz, S. H. (1977). Normative influences on altruism. Advances in Experimental Social Psychology, 10, 221–279. https://doi.org/10.1016/S0065-2601(08)60358-5
Shehawy, Y. M. (2023). In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK. Journal of Retailing and Consumer Services, 75, 103499. https://doi.org/10.1016/j.jretconser.2023.103499
Sözer, E. G., Civelek, M. E., Ertemel, A. V., & Pehlivanoğlu, M. Ç. (2024). The Determinants of Green Purchasing in the Hospitality Sector: A Study on the Mediation Effect of LOHAS Orientation. Sustainability, 16(23), 10590. https://doi.org/10.3390/su162310590
Ssenoga, D., Walugembe, A., Alinda, K., & Nkurunziza, G. (2025). Environmental beliefs and personal norms on green purchase behavior among academic staff in Ugandan universities. Management & Sustainability: An Arab Review. https://doi.org/10.1108/MSAR-01-2025-0014
Surahman, Lesmana, D., Naprida, D., Rai Wibowo, B., & Yudaruddin, R. (2023). Consumer behavior and tourists’ green purchase intention of Gen Z consumers: Moderating role of environmental knowledge. Innovative Marketing, 19(4), 220–233. https://doi.org/10.21511/im.19(4).2023.18
Tan, C. S., Ooi, H. Y., & Goh, Y. N. (2017). A moral extension of the theory of planned behavior to predict consumers’ purchase intention for energy-efficient household appliances in Malaysia. Energy Policy, 107, 459–471. https://doi.org/10.1016/j.enpol.2017.05.027
Thomas, J., & Harden, A. (2008). Methods for the thematic synthesis of qualitative research in systematic reviews. BMC Medical Research Methodology, 8(1), 45. https://doi.org/10.1186/1471-2288-8-45
Top Brand. (2025). Top Brand Index Report. https://www.topbrand-award.com/top-brand-index
Wang, B., Li, J., Sun, A., Wang, Y., & Wu, D. (2019). Residents’ Green Purchasing Intentions in a Developing-Country Context: Integrating PLS-SEM and MGA Methods. Sustainability, 12(1), 30. https://doi.org/10.3390/su12010030
Wang, L. (2022). Determinants of Consumers Purchase Attitude and Intention Toward Green Hotel Selection. Journal of China Tourism Research, 18(1), 203–222. https://doi.org/10.1080/19388160.2020.1816241
Wang, L., Shao, Y.-X., Heng, J.-Y., Cheng, Y., Xu, Y., Wang, Z.-X., & Wong, P. P. W. (2024). A Deeper Understanding of Attitude and Norm Applicable to Green Hotel Selection. Journal of Quality Assurance in Hospitality & Tourism, 25(5), 1547–1579. https://doi.org/10.1080/1528008X.2023.2165594
Wang, L., Wong, P. P., & Narayanan, E. A. (2020). The demographic impact of consumer green purchase intention toward Green Hotel Selection in China. Tourism and Hospitality Research, 20(2), 210–222. https://doi.org/10.1177/1467358419848129
Wang, L., Wong, P. P. W., Narayanan Alagas, E., & Chee, W. M. (2019). Green Hotel Selection of Chinese Consumers: A Planned Behavior Perspective. Journal of China Tourism Research, 15(2), 192–212. https://doi.org/10.1080/19388160.2018.1553743
Witek, L., & Kuźniar, W. (2023). Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers. Foods, 13(1), 136. https://doi.org/10.3390/foods13010136
Yuan, C., Wang, S., & Yu, X. (2020). The impact of food traceability system on consumer perceived value and purchase intention in China. Industrial Management and Data Systems, 120(4), 810–824. https://doi.org/10.1108/IMDS-09-2019-0469
Zahari, S. A., Shahimi, S., Alma’amun, S., & Arshad, M. M. (2024). Millennials and Gen-Z Ethical Banking Behaviour in Malaysia. In Contemporary Issues in Finance, Investment and Banking in Malaysia (pp. 161–177). Springer Nature Singapore. https://doi.org/10.1007/978-981-99-5447-6_10
Zhao, C., Zhang, M., & Wang, W. (2019). Exploring the influence of severe haze pollution on residents’ intention to purchase energy-saving appliances. Journal of Cleaner Production, 212, 1536–1543. https://doi.org/10.1016/j.jclepro.2018.12.134
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.644020