GAUGING THE GREEN GAP: BARRIERS TO SUSTAINABLE SKINCARE CONSUMPTION AND THE MEDIATING ROLE OF PERCEIVED VALUE AMONG LOW-INCOME (B40) WOMEN IN MALAYSIA

Kumaran Kanapathipillai, Kishanya Ganasen, Muhammad Abu Hanif Bin Adana, Hong Xiao Shi, Athi Kesavan Danapalar

Abstract


This study investigates the factors influencing the willingness of low-income women in the B40 category in Malaysia who purchase green skincare products. This study focuses on affordability, environmental awareness, trust, and perceived value within the framework of the Theory of Planned Behavior. A quantitative research design was employed, and data were analyzed using Structural Equation Modeling to examine both direct and mediated relationships. The findings reveal that affordability and awareness alone do not directly predict willingness to purchase but exert significant influence when channeled through perceived value. Trust emerges as a distinct and powerful driver, exerting a direct impact on willingness to purchase without relying on value perceptions. Perceived value is identified as the strongest predictor of purchase intention and fully mediates the effects of affordability and awareness, bridging the well-documented attitude–behavior gap in green consumption. This research contributes to theory by clarifying the interplay between economic, psychological, and relational factors shaping green purchasing behavior and resolving inconsistencies in previous studies regarding the roles of price sensitivity, awareness, and trust. Practically, the study offers actionable insights for marketers and policymakers by highlighting the importance of fair pricing, transparent communication, and trust-building strategies to strengthen consumer confidence and promote sustainable consumption among price-sensitive segments.

 

Article visualizations:

Hit counter


Keywords


green skincare products, perceived value, affordability, awareness, trust, low-income women

Full Text:

PDF

References


Abbas, S. M. A., Munir, H., & Ahmad, Y. (2024). Integrating eco‐labeling and green advertising in achieving Sustainable Development Goal 12. Business Strategy & Development, 7(2). https://doi.org/10.1002/bsd2.378

Adil, M., Parthiban, E. S., Mahmoud, H. A., Wu, J., Sadiq, M., & Suhail, F. (2024). Consumers’ reaction to greenwashing in the Saudi Arabian skincare market: A moderated mediation approach. Sustainability, 16(4), 1652. https://doi.org/10.3390/su16041652

Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t

Alfina Priyanidewi, P., & Hadi, E. D. (2025). Green perceived quality impact on purchase intention: roles of awareness and value. Management Analysis Journal, 14(2), 188-202. https://doi.org/10.15294/maj.v14i2.27601

Alzubaidi, H., Slade, E., & Dwivedi, Y. K. (2021). Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness. Journal of Business Research, 122, 685-699. https://doi.org/10.1016/j.jbusres.2020.01.017

Amallia, B. A., Effendi, M. I., & Ghofar, A. (2022). Pengaruh green advertising, green brand trust, dan sikap pada green product terhadap green purchase intention. Entrepreneurship Bisnis Manajemen Akuntansi (E-Bisma), 68-84. https://doi.org/10.37631/ebisma.v3i2.113

Aprilia, S. P., Anggraeni, A., Ramadhan, A. S., & Putra, S. D. (2022). Perceived Value of Consumers Towards Buying “Green” Skincare Products. In Proceedings of the 2022 13th International Conference on E-business, Management and Economics (ICEME '22). Association for Computing Machinery, New York, NY, USA, 116–121. https://doi.org/10.1145/3556089.3556098

Azizi, A., & Taherpour Kalantari, H. (2024). Investigating the relationship between green marketing strategies and purchase intention and trust in green brands among green product consumers. Journal of Personal Development and Organizational Transformation, 2(2), 118-129. https://doi.org/10.61838/kman.jpdot.2.2.8

Barbarossa, C., & Pastore, A. (2015). Why environmentally conscious consumers do not purchase green products. Qualitative Market Research: An International Journal. https://doi.org/10.1108/QMR-06-2012-0030

Bhattarai, T. (2024). Customer’s perception towards green marketing in Kathmandu Valley. Nepalese Journal of Management, 11(2), 155-171. https://doi.org/10.3126/njm.v11i2.68860

Braimah, S. M., Amoako, G. K., Abubakari, A., Ampong, G. O. A., & Ofori, K. S. (2022). Green perceived value and consumer attitudes in the light of the SDGS: A replication study from a developing economy. Society and Business Review, 18(2), 345-362. https://doi.org/10.1108/sbr-03-2022-0088

Cahyanti, N. P. I., & Ekawati, N. W. (2021). Green trust memediasi green perceived value dan green perceived risk terhadap green repurchase intention. E-Jurnal Manajemen Universitas Udayana, 10(12), 1325. https://doi.org/10.24843/ejmunud.2021.v10.i12.p04

Cao, C., & Zhang, X. (2024). What triggers consumers to purchase eco-friendly food? the impact of micro signals, macro signals and perceived value. British Food Journal, 126(5), 2204-2226. https://doi.org/10.1108/bfj-08-2023-0697

Chaihanchanchai, P., & Anantachart, S. (2022). Encouraging green product purchase: green value and environmental knowledge as moderators of attitude and behavior relationship. Business Strategy and the Environment, 32(1), 289-303. https://doi.org/10.1002/bse.3130

Chin, J., Jiang, B. C., Mufidah, I., Persada, S. F., & Noer, B. A. (2018). The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach. Sustainability. https://doi.org/10.3390/SU10113922

Christian, M., Girsang, L.R.M., Yulita, H., Sunarno, S., Muzammil, O.M., & Arifin, P. (2024). Do Women Consider Purchasing Eco-Friendly Beauty Products? An Examination of Personal Motivations and Perceived Social Media Marketing. In: Alareeni, B., Hamdan, A. (eds) Technology: Toward Business Sustainability. ICBT 2023. Lecture Notes in Networks and Systems, 927. Springer, Cham. https://doi.org/10.1007/978-3-031-54009-7_27

Das, R. (2022). Factors affecting the purchase of green personal care products. Indian Scientific Journal of Research in Engineering and Management. https://doi.org/10.55041/ijsrem12894

Dekhili, S., & Achabou, M. A. (2013). Price Fairness in the Case of Green Products: Enterprises’ Policies and Consumers’ Perceptions. Business Strategy and The Environment, 22(8), 547–560. https://doi.org/10.1002/BSE.1763

Duong, C. D., Gadomska‐Lila, K., & Le, T. L. (2021). Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland. Oeconomia Copernicana, 12(4), 935-971. https://doi.org/10.24136/oc.2021.031

Dutta, B., Chen, C., & Peng, M. (2022). Inferring critical factors predicting consumers’ sustainable green purchase behavior from the perspective of a developing nation. Trames. Journal of the Humanities and Social Sciences, 26(1), 75. https://doi.org/10.3176/tr.2022.1.05

Elvaretta, D., & Roslina, R. (2025). The influence of green brand positioning, attitude, and green brand knowledge on purchase intention of mineral botanica products. International Journal of Education, Social Studies, and Management (IJESSM), 5(2), 1179-1194. https://doi.org/10.52121/ijessm.v5i2.840

Fan, Y., Chen, R., & Fan, Z. (2019). Worth It or Not: Effects of Price Premium on Purchase Intent of Products with Environmental Benefits. Journal of Marketing Development and Competitiveness, 13(3). https://doi.org/10.33423/jmdc.v13i3.2238

Firdaus, F. (2023). Green product purchase decision: the role of environmental consciousness and willingness to pay. Jurnal Aplikasi Manajemen, 21(4). https://doi.org/10.21776/ub.jam.2023.021.04.14

Ghazali, E. M., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services. https://doi.org/10.1016/J.JRETCONSER.2017.08.002

Goyal, J. (2015). Impact of environmental awareness on consumer attitudes towards selected green products in young consumers of Dehradun. http://internationaljournals.co.in/pdf/GIIRJ/2015/July/10.pdf

Green Cosmetics. (2023). Advances in Marketing, Customer Relationship Management, and e-Services Book Series. https://doi.org/10.4018/978-1-6684-8681-8.ch003

Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I. N., & Sakhbieva, A. (2021). Impact of the COVID-19 pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2263-2281. https://doi.org/10.3390/jtaer16060125

Guerreiro, J. and Pacheco, M. (2021). How green trust, consumer brand engagement, and green word-of-mouth mediate purchasing intentions. Sustainability, 13(14), 7877. https://doi.org/10.3390/su13147877

Hamid, A. R. (2014). A study on the relationship between consumer attitude, perceived value and green products. Iranian Journal of Management Studies, 7(2), 329–342. https://doi.org/10.22059/IJMS.2014.50024

Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: A review of theories, concepts, and latest research. Journal of Sustainable Tourism, 29(7), 1021-1042. https://doi.org/10.1080/09669582.2021.1903019

Harahap, N.M., & Hidayat, M. (2025). Pertimbangan harga dalam keputusan pembelian skincare: Studi kualitatif pada konsumen perempuan di Jakarta Selatan. Lokawati : Jurnal Penelitian Manajemen Dan Inovasi Riset, 3(3), 160-172. https://doi.org/10.61132/lokawati.v3i3.1729

Hartanto, P., Hurriyati, R., & Dirgantari, P. D. (2023). Pengaruh green perceived value (GPV) dan green brand knowledge terhadap purchase intention to buying green product melalui attitude toward purchasing green products. Jurnal Manajemen Dan Organisasi, 14(1), 15–33. https://doi.org/10.29244/jmo.v14i1.44626

Hazra, S., Chatterjee, S., Majumdar, R., & Banerjee, K. (2024). The role of social media in promoting sustainable green cosmetics. International Journal of Research in Management. https://doi.org/10.33545/26648792.2024.v6.i1b.133

Herawati, D., Ali, S., & Adistya, D. (2022). Keputusan pembelian produk kosmetik dan isu lingkungan. Jurnal Perspektif Bisnis: Jurnal Ilmu Administrasi Bisnis, 5(2), 104–116. https://doi.org/10.23960/jpb.v5i2.81

Hidayah, R. T., Nugraha, D. N. S., Resmi, D. S., & Indrawati, I. (2023). Trust strengthening models for amplifying Generation Z's interest in purchasing Sariayu Martha Tilaar's green products in alignment with sustainable development. Journal of Law and Sustainable Development, 11(11), e1158. https://doi.org/10.55908/sdgs.v11i11.1158

Honey, S., & Hossain, Md. J. (2024). Consumer Perception of Eco-Friendly Apparel: Insights from Bangladesh’s RMG Sector. International Journal of Research and Innovation in Social Science, VIII(XI), 2556–2564. https://doi.org/10.47772/ijriss.2024.8110197

Huang, S., Qu, H., & Wang, X. (2023). Impact of green marketing on peer-to-peer accommodation platform users’ repurchase intention and positive word-of-mouth: mediation of trust and consumer identification. International Journal of Contemporary Hospitality Management, 36(3), 691-712. https://doi.org/10.1108/ijchm-10-2022-1300

Hui, T. H., Itani, N., & O׳Connell, J. F. (2024). Examining air travellers’ willingness to pay for non-voluntary environment-related fees: the case of SAF surcharge and carbon taxes. Highlights of Sustainability, 3(1), 61-75. https://doi.org/10.54175/hsustain3010005

Husna, N., Wardana, C. K., & Ramadani, K. D. N. (2024). Pengaruh mediasi pemasaran hijau terhadap niat pembelian online pada pembelian skincare di Indonesia. Benefit: Jurnal Manajemen Dan Bisnis, 9(1), 118-130. https://doi.org/10.23917/benefit.v9i1.6310

Iqbal, J., Yu, D., Zubair, M., Rasheed, M. I., Khizar, H. M. U., & Imran, M. K. (2021). Health consciousness, food safety concern, and consumer purchase intentions toward organic food: The role of consumer involvement and ecological motives. Sage Open, 11(2). https://doi.org/10.1177/21582440211015727

Irfany, M. I., Khairunnisa, Y., & Tieman, M. (2023). Factors influencing Muslim Generation Z consumers’ purchase intention of environmentally friendly halal cosmetic products. Journal of Islamic Marketing, 15(1), 221-243. https://doi.org/10.1108/jima-07-2022-0202

Kamalanon, P., Chen, J., & Le, T. (2022). Why do we buy green products? An extended theory of the planned behavior model for green product purchase behavior. Sustainability, 14(2), 689. https://doi.org/10.3390/su14020689

Kanapathipillai, K., Dolhan, A., Ibrahim, M., & Samsudin, S. (2025). Environmental consciousness and green consumer behaviour in Malaysia’s petroleum industry: Unpacking the attitude–behaviour gap and the role of perceived value. European Journal of Management and Marketing Studies, 10(2). doi:http://dx.doi.org/10.46827/ejmms.v10i2.2029

Kaur, M., & Bhatia, A. (2018). The impact of Consumer Awareness on buying behavior of green products. International Journal of Scientific Research and Management, 6(04). https://doi.org/10.18535/IJSRM/V6I4.EM03

Kazançoğlu, İ., & Köse, Ş. G. (2024). Exploring female consumers’ attitudes toward green cosmetics.E3S Web of Conferences. https://doi.org/10.1051/e3sconf/202455801017

Keelson, S. A. and Johnson, J. A. (2021). Students’ awareness of green consumer behaviour and sustainable environment in Ghana: Using Openbugs. Journal of Management Research, 13(2). https://doi.org/10.5296/jmr.v13i2.18423

Kennedy, F. B. and Adhikari, A. (2022). Antecedents affecting consumers’ green purchase intention towards green products. American Journal of Interdisciplinary Research and Innovation, 1(3), 47-52. https://doi.org/10.54536/ajiri.v1i3.1044

Kharbanda, S., & Singh, N. P. (2022). Factors determining sustainable consumption behaviour: a guiding framework from literature. Purushartha - A Journal of Management Ethics and Spirituality, 15(01), 1-22. https://doi.org/10.21844/16202115101

Kim, Y., & Han, H. (2010). Intention to pay conventional-hotel prices at a green hotel – a modification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8), 997–1014. https://doi.org/10.1080/09669582.2010.490300

Kim, N., & Lee, K. (2023). Environmental consciousness, purchase intention, and actual purchase behavior of eco-friendly products: The moderating impact of situational context. International Journal of Environmental Research and Public Health, 20(7), 5312. https://doi.org/10.3390/ijerph20075312

Kisieliauskas, J. & Jančaitis, A. (2022). Green marketing impact on perceived brand value in different generations. Management Theory and Studies for Rural Business and Infrastructure Development, 44(2), 125-133. https://doi.org/10.15544/mts.2022.13

Lavuri, R., Jabbour, C. J. C., Grebinevych, O., & Roubaud, D. (2022). Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development. Journal of Environmental Management. https://doi.org/10.1016/J.JENVMAN.2021.113899

Lavuri, R., Parida, R., & Singh, S. (2023). Unveiling ways to examine the purchase intention of green products in emerging markets. Benchmarking: An International Journal, 31(5), 1385-1401. https://doi.org/10.1108/bij-06-2022-0379

Layna, I. A. and Hidayat, A. (2023). The role of brand love in mediating the effect of brand experience on brand loyalty and willingness to pay for green skincare products in Indonesia. Journal of Economics, Management and Trade, 29(10), 50-58. https://doi.org/10.9734/jemt/2023/v29i101141

Li, S., Saleh, M. S. M., & Huang, M. (2025). Green marketing and greenwashing effects on consumer purchase of electric cars. International Journal of Customer Relationship Marketing and Management, 16(1), 1-21. https://doi.org/10.4018/ijcrmm.367599

Lin, Y., Yang, S., Hanifah, H., & Iqbal, Q. (2018). An exploratory study of consumer attitudes toward green cosmetics in the UK market. Administrative Sciences. https://doi.org/10.3390/ADMSCI8040071

Lisnaningrum, D., Sabihaini, S., & Ghofar, A. (2020). Konsekuensi green trust terhadap green perceived value, green perceived risk dan green repurchase intention. Indonesian Journal of Marketing Science, 19(2), 62-74. https://doi.org/10.14710/jspi.v19i2.62-74

Lius, S. and Salim, L. (2024). Do female Generation Z have purchase intention on green cosmetics based on their environmental knowledge, environmental concern, health consciousness, attitude and subjective norm? Fokus Ekonomi: Jurnal Ilmiah Ekonomi, 19(1), 95-110. https://doi.org/10.34152/fe.19.1.95-110

Ma, C., & Chang, H. (2022). Consumers’ perception of food and agriculture education in farmers’ markets in Taiwan. Foods, 11(5), 630. https://doi.org/10.3390/foods11050630

Ma, G., Rau, P.-L. P., & Guo, Z. (2018). The effects of environmental awareness and consumption value on green makeup product purchase intentions. Psychology, 9(7), 1898–1916. https://doi.org/10.4236/PSYCH.2018.97110

Mahenc, P. (2007). Are green products over-priced? Environmental and Resource Economics, 38(4), 461–473. https://doi.org/10.1007/S10640-007-9084-9

Majeed, S. and Kim, W. G. (2022). A reflection of greenwashing practices in the hospitality industry: A scoping review. International Journal of Contemporary Hospitality Management, 35(3), 1125-1146. https://doi.org/10.1108/ijchm-04-2022-0495

Mamun, A. A., Nawi, N. C., Hayat, N., & Zainol, N. R. (2020). Predicting the Purchase Intention and Behaviour towards Green Skincare Products among Malaysian Consumers. Sustainability. https://doi.org/10.3390/SU122410663

Mamun, A. A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6), e16765. https://doi.org/10.1016/j.heliyon.2023.e16765

Mamun, A. A., Rahman, M. K., Masud, M. M., & Mohiuddin, M. (2023). Willingness to pay premium prices for green buildings: evidence from an emerging economy. Environmental Science and Pollution Research, 30(32), 78718-78734. https://doi.org/10.1007/s11356-023-27998-9

Mombeuil, C., & Diunugala, H. P. (2024). Investigating the sustainability of the tourism industry through consumer intention to purchase electric three-wheelers: The case of Sri Lanka. International Journal of Tourism Cities, 10(4), 1210-1230. https://doi.org/10.1108/ijtc-11-2023-0250

Najm, A. A., Salih, S. A., Fazry, S., Law, D., & Azfaralariff, A. (2023). Moderated mediation approach to determine the effect of natural packaging factors on intention to purchase natural skincare products among the population of Klang Valley, Malaysia. Journal of Sensory Studies, 38(2). https://doi.org/10.1111/joss.12811

Nazri, N. A. S., Nordin, N., & Sharkawi, S. (2024). Understanding the consumers’ purchase intention toward green cosmetic products in Malaysia. International Journal of Research and Innovation in Social Science. https://doi.org/10.47772/ijriss.2024.8090123

Nittala, R. & Moturu, V. R. (2021). Role of pro-environmental post-purchase behaviour in green consumer behaviour. Vilakshan - XIMB Journal of Management, 20(1), 82-97. https://doi.org/10.1108/xjm-03-2021-0074

Noor, S., Marka, M. M., & Bintang, Y. M. (2025). Green cosmetics and Gen Z in Kudus, Indonesia: what drives eco-friendly purchases in a small city?‎ Journal of Islamic Economics Lariba, 11(1), 169-200. https://doi.org/10.20885/jielariba.vol11.iss1.art7

Pertiwi, R. R., Komariah, K., & Jhoansyah, D. (2024). Analisis green marketing terhadap green online purchase intentions melalui green trust sebagai variabel mediasi. Al-Kharaj: Jurnal Ekonomi, Keuangan Dan Bisnis Syariah, 6(11). https://doi.org/10.47467/alkharaj.v6i11.3822

Phan, T. H., Nguyễn, N. Đ., Ha, H. G., Le, M. T., Vu, P. A., & Doan, H. A. (2024). Youths’ word-of-mouth in a developing country: roles of green promotion and green brand loyalty. Business, Management and Economics Engineering, 22(01), 112-137. https://doi.org/10.3846/bmee.2024.19873

Puspasari, E. D., Endayani, F., Herditya, A. A. F., & Indira, O. (2024). Willingness to pay analyse for green cosmetics product in Malang city. Jambura Science of Management, 6(1), 18-27. https://doi.org/10.37479/jsm.v6i1.23074

Putri, M. M., & Kuswati, R. (2025). The effect of customer review, influencer review, and customer innovativeness on green purchase intention moderated by trust. Majapahit Journal of Islamic Finance and Management, 5(1). https://doi.org/10.31538/mjifm.v5i1.357

Rahayu, S., Aliyah, H., & Sudarwati, S. (2022). Green marketing and environmental knowledge for green tourism. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1), 46. https://doi.org/10.29040/ijebar.v6i1.4354

Rahman, M. J., Lao, K., Biswas, S., Sultana, R., & Kennedyd, S. I. (2022). Consumers’ intention to purchase green skincare products: evidence from China. Indonesian Journal of Sustainability Accounting and Management, 6(2). https://doi.org/10.28992/ijsam.v6i2.211

Raihana, J., & Purwanegara, M. S. (2023). Exploring the impact of perceived greenwashing on repurchase intention of green personal body care products. Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.9.1.152

Rani, P. (2014). Factors influencing consumer behaviour. International Journal of Current Research and Academic Review, 2(9), 52–61. https://www.ijcrar.com/vol-2-9/Pinki%20Rani.pdf

Rani, M., Varalakshmi, D., & Chandana, P. (2024). Consumer perception towards green products. International Research Journal on Advanced Engineering and Management (IRJAEM), 2(06), 1878-1880. https://doi.org/10.47392/irjaem.2024.0278

Román-Augusto, J. A., Garrido-Lecca-Vera, C., Lodeiros-Zubiria, M. L., & Mauricio-Andía, M. (2023). How to reach green word of mouth through green trust, green perceived value and green satisfaction. Data, 8(2), 25. https://doi.org/10.3390/data8020025

Román-Augusto, J. A., Garrido-Lecca-Vera, C., Lodeiros-Zubiria, M. L., & Mauricio-Andía, M. (2022). Green marketing: Drivers in the process of buying green products—the role of green satisfaction, green trust, green WOM and green perceived value. Sustainability, 14(17), 10580. https://doi.org/10.3390/su141710580

Royani, I., & Imaningsih, E. S. (2024). Determinants of green purchase intentions for eco-friendly skincare products. Journal of Applied Business, Taxation and Economics Research, 4(2), 267-287. https://doi.org/10.54408/jabter.v4i2.367

Ruslim, T. S., Kartika, Y., & Hapsari, C. (2022). Effect of environmental concern, attitude, subjective norms, perceived behavioral control and availability on purchase of green skincare products with intention to purchase as a mediation variable. Jurnal Ilmiah Manajemen Dan Bisnis, 8(1), 120. https://doi.org/10.22441/jimb.v8i1.14499

Sabani, H. M. K., Nuraini, O. F., Udin, M. M., & Vania, A. (2024). The effect green product of skincare Avoskin on green purchase intention: Mediation moderation model. Asian Journal of Economics, Business and Accounting, 24(9), 311-327. https://doi.org/10.9734/ajeba/2024/v24i91495

SAKSHI, S., & Naval, L. (2022). A behavioural analysis to explain the intent while buying organically made skin care essentials in young working professionals of Noida city. Cardiometry, (23), 179-189. https://doi.org/10.18137/cardiometry.2022.23.179189

Shah, S. S. H., Khalid, M. B., Khan, M. A., Haddad, H., & Al-Ramahi, N. M. (2024). Shades of green: Exploring the fascinating landscape of consumer behavior towards eco-friendly cosmetics in Pakistan. Journal of Infrastructure, Policy and Development, 8(3). https://doi.org/10.24294/jipd.v8i3.2760

Shang, W., Zhu, R., Liu, W. W., & Liu, Q. (2024). Understanding the Influences on Green Purchase Intention with Moderation by Sustainability Awareness. Sustainability, 16(11), 4688. https://doi.org/10.3390/su16114688

Sheng-hong, Y., Liu, G., Lin, Y., Lin, Z., Shi, Y., & Huang, Z. (2024). Research on the negative effect of product scarcity appeals on the purchase intention of green products and its mechanism. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1225011

Shimul, A. S., Cheah, I., & Khan, B. B. (2021). Investigating female shoppers’ attitude and purchase intention toward green cosmetics in South Africa. Journal of Global Marketing, 35(1), 37-56. https://doi.org/10.1080/08911762.2021.1934770

Siagian, H. S. P., Khair, H., Jufrizen, J., Tirtayasa, S., & Rahmat, M. (2025). Going green: exploring the factors behind eco-friendly products purchase intentions. Journal of International Conference Proceedings, 8(1), 96-108. https://doi.org/10.32535/jicp.v8i1.3973

Singh Bagga, M. (2025). Evaluating the impact of green marketing on consumer buying behaviour in the Indian market. International Scientific Journal of Engineering and Management, 04(06), 1-9. https://doi.org/10.55041/isjem04271

Slabá, Marie. (2020). The impact of age on the customers buying behaviour and attitude to price. Littera Scripta. http://dx.doi.org/10.36708/Littera_Scripta2019/2/11.

Sun, Y., & Xing, J. (2022). The impact of social media information sharing on the green purchase intention among Generation Z. Sustainability, 14(11), 6879. https://doi.org/10.3390/su14116879

Suphasomboon, T., & Vassanadumrongdee, S. (2022). Toward sustainable consumption of green cosmetics and personal care products: The role of perceived value and ethical concern. Sustainable Production and Consumption, 33(2022), 230-243. https://doi.org/10.1016/j.spc.2022.07.004

Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939. https://doi.org/10.3390/su14105939

Thakur, M., Madhu, & Kumar, R. (2023). Analysing the aspects of sustainable consumption and the impact of product quality, perceived value, and trust on the green product consumption. International Social Science Journal, 73(248), 499-513. https://doi.org/10.1111/issj.12412

Tran, K., Nguyen, T., Tran, Y., Nguyen, A., Luu, K., & Nguyen, Y. (2022). Eco-friendly fashion among Generation Z: mixed-methods study on price value image, customer fulfillment, and pro-environmental behavior. Plos One, 17(8), e0272789. https://doi.org/10.1371/journal.pone.0272789

Tsaabitah, N. (2022). Understanding Generation Z’s purchase intention towards green skincare products in Kingston Upon Hull, United Kingdom. Asian Journal of Entrepreneurship. https://doi.org/10.55057/aje.2022.3.3.9

Uncu, E., & Özkan, B. (2024). Factors affecting intention to purchase green products: Indirect effect of trust. Uluslararası Avrasya Ekonomileri Konferansı, 159–168. https://doi.org/10.36880/c16.02910

Urbański, M., & ul Haque, A. (2020). Are you environmentally conscious enough to differentiate between greenwashed and sustainable items? A global consumer's perspective. Sustainability, 12(5), 1786. https://doi.org/10.3390/SU12051786

Ur Rehman, Z., Abu Seman, N., & Harun, A. (2022). Examining the moderating effect of price sensitivity on the relationship between perceived determinants and intention to purchase green products: insights from Malaysian consumers. A Conceptual Study. In the 3rd Asia Pacific International Conference on Industrial Engineering and Operations Management, https://doi.org/10.46254/AP03.20220524.

Vebriyanto, S., & Hadi, E. D. (2023). Faktor yang mempengaruhi green purchase intention: Dimediasi oleh green trust. Revitalisasi, 12(2), 283. https://doi.org/10.32503/revitalisasi.v12i2.4470

Völker, R., & Tachkov, P. (2013). Der Wert nachhaltiger Produkteigenschaften. 28(1), 46. https://doi.org/10.14512/OEW.V28I1.1266

Volschenk, J., Gerber, C., & Santos, B. A. (2022). The (in)ability of consumers to perceive greenwashing and its influence on purchase intent and willingness to pay. South African Journal of Economic and Management Sciences, 25(1). https://doi.org/10.4102/sajems.v25i1.4553

Wahyoedi, S., Wardhana, A., & Tannady, H. (2023). The Role of Green Trust as an Intervening Variable in the Relationship Between Green Brand Image and Green Perceived Value Towards Purchase Intention in Indonesian Local Fashion Products. 1(1), 17–21. https://doi.org/10.57235/jambuair.v1i1.7

Wahyuni, A., & Zulfikar, R. (2024). The role of perceived authenticity in increasing green purchase intention: systematic literature review. RSF Conference Series: Business, Management and Social Sciences, 4(2), 8-15. https://doi.org/10.31098/bmss.v4i2.897

Wang, Y. M., Zaman, H. M. F., & Alvi, A. K. (2022). Linkage of green brand positioning and green customer value with green purchase intention: the mediating and moderating role of attitude toward green brand and green trust. Sage Open, 12(2). https://doi.org/10.1177/21582440221102441

Wijekoon, R., & Sabri, M. F. (2021). Determinants that influence green product purchase intention and behavior: a literature review and guiding framework. Sustainability, 13(11), 6219. https://doi.org/10.3390/su13116219

Yan, Z., Wang, T., Song, Z., Liu, J., & Lyu, W. (2025). Consumer willingness to pay for green express packaging in e-commerce: an eye-tracking experiment analysis. Frontiers in Psychology, 16. https://doi.org/10.3389/fpsyg.2025.1615315

Yusuf, D. M. and Zulfitri, Z. (2021). Effect of attitude mediating subjective norm, perceived behaviour control, and perceived ease of use on online purchase intention fashion product category. European Journal of Business and Management Research, 6(6), 266-270. https://doi.org/10.24018/ejbmr.2021.6.6.1135

Zemafi, O.D., & Haryono, T. (2024). Analysis of the influence of green marketing stimulus factors on purchase decisions of Starbucks Indonesia products with the SOR model (stimulus organism response): the mediating effect of perceived value. Nanotechnology Perceptions, 20(6). https://doi.org/10.62441/nano-ntp.v20i6.52

Zhai, L., Mamun, A. A., Hayat, N., Salamah, A. A., Yang, Q., & Ali, M. H. (2022). Celebrity endorsement, brand equity, and green cosmetics purchase intention among Chinese youth. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.860177

Zhao, S., & Chen, L. (2021). Exploring residents’ purchase intention of green housings in China: an extended perspective of perceived value. International Journal of Environmental Research and Public Health, 18(8), 4074. https://doi.org/10.3390/ijerph18084074

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

Zulfikar, R., & Mayvita, P. A. (2018). The relationship of perceived value, perceived risk, and level of trust towards green products of fast-moving consumer goods purchase intention. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 15(2), 85–97. https://doi.org/10.31106/JEMA.V15I2.838.




DOI: http://dx.doi.org/10.46827/ejphs.v8i3.230

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Kumaran Kanapathipillai, Kishanya Ganasen, Muhammad Abu Hanif Bin Adana, Hong Xiao Shi, Athi Kesavan Danapalar

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2019 - 2026. European Journal of Public Health Studies (ISSN 2668-1056/ISSN-L 2668-1056) is a registered trademark of Open Access Publishing Group. All rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.