Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach

The shift of consumers buying preference toward green beauty products can alleviate environmental degradation to a certain extent. This study investigated the factors that could affect non-green purchase intention products. Through lens products, norm activation theory was employed as underpinning in this paper. A quantitative method, based on partial least squares structural equation modelling, used verify proposed hypotheses. findings displayed activators, such ascription responsibility, efficacy, social and corporate responsibility (ECSR) initiatives showed significant impact personal norm, while awareness consequences had no influence an activator. Corresponding results disclosed consequences, ECSR initiatives, exhibited further assessed effectiveness mediator variable found mediated four out five activators consumers’ According research, inclusive analysis be conducted future evaluate among existing foundation theory.