The mediating role of attitudes in the effect of human and environment-centered value orientation on green cosmetic product purchasing behavior: comparison of different countries

Abstract

The growing concern for environmental issues has reached a critical level, demanding immediate attention. With the widespread integration of cosmetic products into daily routines, the escalating environmental impact cannot be ignored. Consumers are increasingly scrutinizing the environmental footprint of their purchases and the practices of manufacturing companies. To maintain their competitive edge, businesses must proactively understand and address the evolving needs and expectations of their consumers. This study aims to reveal the relationships between consumers’ environmental values, attitudes toward green products, and green cosmetics purchasing behaviors to guide decision-makers in the cosmetics industry. In addition, the study also evaluated the impact of consumers’ cultural backgrounds on their attitudes toward green products and their purchasing behaviors in the green cosmetics sector. We conducted a comprehensive online survey by collecting primary data from 883 respondents from 10 countries in Asia and Europe. Our analysis used partial least squares (PLS) with SMART PLS to comprehensively examine the interrelationships between variables. An ecocentric orientation positively influences attitudes and purchasing behavior toward green cosmetic products, while an anthropocentric orientation has a negative effect. Additionally, consumers’ attitudes mediate the impact of environmental attitudes on purchasing behavior and counteract the negative effect of anthropocentric attitudes. Cultural differences significantly impact consumers’ attitudes and purchasing behavior for green cosmetics. The study’s findings offer valuable insights for cosmetic companies dealing with growing demand for cosmetic products and environmental awareness. The empirical support for existing literature is significant, and the study’s structural model enriches the green cosmetics literature. It’s essential to consider both consumers and producers for sustainable green cosmetic production, ensuring profitability and encouragement for producers. © The Author(s) 2025.