Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review

Promotion of green purchasing is one of the ways to minimize the environmental impact of products and achieve sustainability. The research on green marketing and green purchase behavior has recently become a subject of study. This review of 80 papers published from 2011 to 2017 on green purchase behavior revealed that most of the studies were conducted during the last three years. Moreover, the review showed that authors obtained different results of the analysis of the green products in general (including all green products) purchase behavior. Thus, we suggested that the future researchers consider categories to which particular green products could be attributed, since different factors influence the purchase of separate products differently. In addition, we proposed a model for the analysis of green personal care products purchase behavior, giving particular attention to the health consciousness as the main determinant with brand and quality variables, in regard to the color and styling cosmetics products. This study provides insight for future research, policy makers and marketing managers seeking the promotion of green products purchase behavior.