Impact of Sensory Marketing on Green Purchase Intention: Viewing the Mediating Role of Green Attitude in the Cosmetic Industry

Abstract

Abstract. Purpose – The demand of green beauty products is increasing in Asian countries due to intense environmental problems associated with the purchase of makeup. However, the factors to determine green purchase intention of natural beauty brands is still under discussion. This study aims to bridge the gap by examining the impact of sensory marketing on green purchase intention of green beauty brands via a mediating role of green attitude. The Theory of planned behaviour was used to explore the dimensions of green purchase intention for green beauty product brands. Methodology - This study was cross-sectional and was conducted by self-administered closed ended questionnaires. In total 370 questionnaires were distributed, out of which 282 usable responses were used in the analysis with a response rate of 76%. The data was collected from female university students of Rawalpindi and Islamabad by using purposive sampling technique. The correlation among variables and regression analysis were applied to analyse data. Findings - The findings of the study indicate that sensory marketing has a significant positive impact on green purchase intention of natural beauty products. The study supports the mediating role of green attitude for the relationship between sensory marketing and green purchase intention. The results did not support the moderating impact of openness to experience on the relationship between sensory marketing and green purchase intention. Environmental consciousness is found to have no moderating impact on the green attitude-green purchase intention relationship. Value/Originality – The study gives valuable insight to address the problems associated with the marketing of green products in developing countries. The study is significant as it explores the novel factors that are rarely discussed in the previous studies to investigate green purchase intention of consumers for green beauty brands. Another contribution of the study is to familiarise marketers of developing countries with an inexpensive tool to market eco-friendly cosmetic brands, keeping in view consumers’ needs and demands. Implications - The study has implications to theory and extends the body of knowledge in luxurious and natural beauty products. The research overcomes the ambiguities associated with green cosmetic industry and supports the development of organic cosmetic industry in the emerging and less developing countries. Moreover, the study directs green products manufacturers and marketers to market organic products through innovative marketing strategies. The study suggests marketers to target their audience by keeping in mind their attitudes, cultural differences, geographical conditions, and sensory attributes that influence their purchasing intentions.