Accept or Reject? Investigating Customers’ Attitudes Toward Green Cosmetics in Bangladesh-Journal of Sustainability Research-CSCIED科技核心评价数据库-手机版

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

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

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DOI	10.20900/jsr.20240025
刊名	Journal of Sustainability Research JSR
年，卷(期)	2024, 6(2)
作者	Israt Zahan,Md. Abdul Kaium,Md. Shahinur Rahman*,
作者单位	1 Department of Public Administration, Faculty of Social Sciences, University of Barishal, Barishal 8254, Bangladesh; 2 Department of Marketing, Faculty of Business Studies, University of Barishal, Barishal 8254, Bangladesh; 3 Department of Business Administration, Northern University of Business and Technology Khulna, Sib Bari, Khulna 9100, 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 hindercustomers’ 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 stronginfluence of use intention (β = 0.60; t = 6.872) onrecommendation intention to other customers. Nevertheless, attitudes (β = −0.07; t = −0.862) have an insignificant effect on recommendationintentions.Conclusions:This research offers valuable insights for academia, industrypractitioners, 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 promotingsustainable 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).
KeyWord	innovation resistance theory; green cosmetics; customers’ attitudes; use and recommendation intentions; Bangladesh; PLS
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Israt Zahan,Md. Abdul Kaium,Md. Shahinur Rahman*. Accept or Reject? Investigating Customers’ Attitudes Toward Green Cosmetics in Bangladesh, Journal of Sustainability Research. 2024; 6; (2). https://doi.org/10.20900/jsr.20240025.

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