Paper Details

Name: Omama Zaman, Mohammad Zain Khan & Asad Rehman
Country: India

Year: 2026
Volume: Volume No: 13, Issue: 1, Year: 2026
Page Number: 56-64
DOI: https://doi.org/10.5281/zenodo.18691958

ABSTRACT
The beauty sector is witnessing a rapid growth worldwide, where cosmetic products are seen to be dominating, the market and are currently gaining a lot of popularity. The emergence of social media and virtual world during Covid-19 has made cosmetics a necessary need not only for women but also for men. This increase eventually has added up to an overall increase in microplastics which resulted in increased plastic waste which eventually pollutes the environment. This research uses a thorough approach to investigate how these important variables work together to influence consumers' perceptions of green cosmetics. The research employs a quantitative approach to attain the objectives of the research. Convenience sampling was done and data was collected from 450 consumers using online questionnaire. The data were validated using confirmatory factor analysis (CFA), and the hypothesis was
tested using structural equation modelling (SEM). The results of this research add insights to the knowledge of green cosmetics by illuminating the ways in which subjective norms, and Perceived Behavioural Control interact to influence consumer attitudes. The findings and their implications offer significant insights for cosmetic manufacturers, marketers, and legislators that seek to increase the marketability of eco-friendly cosmetics and encourage sustainable consumption habits.

Keywords- Green cosmetics, Consumer attitude, subjective norm, Theory of Planned
Behavior