Factors influencing the attitude of women towards purchasing green products : An explorative case study of organic cosmetics in Sweden

• This paper investigates green consumer behavior by analyzing women’s attitudes towards purchasing organic cosmetics in Sweden in order to determine the factors that influence their purchasing behavior. The study is based on the modified Theory of Planned Behavior (TPB) explained with primary data collected through an online survey of 220 women who live in Sweden. The findings are in line with the previous studies, which confirm that consumers’ attitudes towards green products have a positive influence on purchase intention. Moreover, this study has found that the individual’s education and income level have a  positive relationship with attitude and future purchase intention.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

TEKNIK OCH TEKNOLOGIER  -- Maskinteknik -- Energiteknik (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Mechanical Engineering -- Energy Engineering (hsv//eng)

Nyckelord

purchase intention

green consumer behavior

attitudes

organic cosmetics

Theory of Planned Behavior

Sweden

Publikations- och innehållstyp

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