Saudi females' buying behavior of green cosmetics: A pertinent motivational aspect

ABSTRACT

The study investigates which group of Saudi females are more conscious about buying green cosmetic products. It also analyses the relationship between motivational factors (MF), purchase preferences (PP), and tendency towards heath consciousness (THC) in green cosmetic products. A model was developed to understand the influence of independent variables on the dependent variable. MF, PP, and THC were considered as independent variables and purchase of green cosmetic products as dependent variable. A survey was conducted using a survey questionnaire and collected data from 318 Saudi women under three major segments (university students, working women, and non-working women) belonging to various provinces in Saudi Arabia. Multiple regressions in SPSS software were used to analyze the collected data. While the students do not have a significant purchasing capability, housewives lack an informed purchasing decision. However, only the working women are potentially motivated with fair health consciousness and consideration to purchase the green cosmetics. This paper provides an insight for retailers, wholesalers, manufacturers’ green cosmetic industry, policymakers, whole cosmetic industry, and other stakeholders.

KEYWORDS:

• Green cosmetics
• eco-friendly products
• Motivating factors
• customer preferences
• customer attitude
• green cosmetics

Acknowledgments

The authors would like to express special thanks to all the respondents who participated in this research and also to the reviewers for their constructive comments, which helped in improving the quality of this research article.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Sania Khan

Sania Khan is currently working as an assistant professor in College of Business Administration, Prince Sattam Bin Abdulaziz University. She has received her PhD in International Business. She possesses more than 9 years of experience in university level teaching and her areas of specialization and teaching interest are in Human Resource Management, Marketing Management, and also in Business environment. Her wide area of research interests is in Green Marketing, Consumer Behavior, Services Marketing, Human Resource, and Organizational Development. Dr Sania Khan is also an active member of reviewers in few reputed journals.

Ansa Salim

Ansa Salim is an assistant professor of Business Administration at Prince Sattam Bin Abdulaziz University, Saudi Arabia. She received her PhD in Management from PRIST University, India. After 12 years of teaching experience in the field of Management at master's level, she joined Prince Sattam Bin Abdulaziz University in 2018. She is an award winner for guiding funded project in Oman Chamber of Commerce (OCCI) and worked with a funded project by Public Authority of Social Insurance, Oman (PASI). She attended and coordinated workshops and published papers in different international journals.