Examining Green Cosmetic Purchase Intention through Social Media Marketing and Green Product Knowledge: A Theory of Planned Behavior Approach

Growing environmental awareness has increased consumer interest in green beauty products. This study examines the determinants of green purchase intention by integrating Social Media Marketing (SMM) and Green Product Knowledge (GPK) within the Theory of Planned Behavior (TPB) framework. Specifically, this research analyzes the effects of SMM and GPK on attitude, subjective norms, and perceived behavioral control, and their subsequent influence on green purchase intention. This study employs a quantitative explanatory research design. Data were collected through an online questionnaire using fixed alternative questions and a five-point Likert scale. The survey was distributed via social media platforms, including Facebook, Instagram, and Twitter, and obtained 245 valid responses from consumers who are aware of or have experience with green beauty products. Young consumers are particularly relevant in the green beauty market as they are more exposed to sustainability-related content on social media and demonstrate higher environmental awareness. The data were analyzed using Structural Equation Modeling (SEM) with LISREL software to simultaneously assess direct relationships among latent constructs. Construct validity and reliability were evaluated using Confirmatory Factor Analysis (CFA). The results indicate that social media marketing has a positive and significant effect on green product knowledge and subjective norms, but does not directly influence green purchase intention. Green product knowledge significantly enhances consumers’ attitudes toward green beauty products; however, its direct effect on purchase intention is not significant, suggesting the existence of a knowledge action gap. Furthermore, attitude and perceived behavioral control are found to have positive and significant effects on green purchase intention, whereas subjective norms do not significantly influence consumers’ intention to purchase green beauty products. The findings reveal that green product knowledge significantly enhances attitude toward green beauty products, while its direct effect on purchase intention is not significant, indicating a knowledge action gap. This study contributes to TPB-based green marketing research by demonstrating that certain theoretically assumed direct relationships, such as green product knowledge and social media marketing on purchase intention, are not empirically supported in the green beauty context. From a managerial perspective, the results highlight the importance of fostering positive consumer attitudes and enhancing perceived ease and accessibility to effectively encourage sustainable purchasing behavior.