Understanding Generation Z’s Purchase Intention Towards Green Skincare Products in Kingston Upon Hull, United Kingdom

Abstract

With Generation Z's increasing awareness of environmental problems, the rise of eco-friendly products is in high demand. Regarding skincare products, Generation Z is the newest consumer who enters the market with a decent knowledge of environmental problems—using the Theory of Planned Behaviour (TPB), product knowledge, price consciousness, and environmental knowledge. This paper aims to understand how far the awareness of Generation Z affects their purchase intention toward green skin care products. It also aims to know other key factors that affect the purchase intention of Generation Z and Generation Y. Furthermore, this paper also tested altruistic motivation and safety value affect attitude in the TPB model to test the purchase intention toward green skincare products. This paper hopes to help businesses that have Generation Z as their target market. Data gathered from 170 respondents in Kingston Upon Hull, United Kingdom, are examined against the research model using mixed methods that incorporate interviews and questionnaires. The result shows that altruistic motivation and safety value affect the attitude of the respondents towards their purchase intention of green skincare products. Moreover, subjective norms, perceived behaviour control, price consciousness, and environmental concern positively correlate with purchase intention towards green skincare products. However, product knowledge does not have a positive relationship with the purchase intention toward green skincare products due to many false advertisements conducted by companies claiming to be environmentally friendly products. The discoveries of this study present significant hypothetical and viable ramifications for customer green skincare products by ways of behaving.