LAUSR

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