A study on green cosmetic brand equity and purchase intentions

A study on green cosmetic brand equity and purchase intentions

Ginelle Qiu1, Kuan-nien Chen2

1IMG Co, Ltd
2Kaohsiung Medical University.

The concept of sustainable development has recently become a significant issue among industrial, academic, and government sectors. As consumers have more green awareness of products, the markets of natural and organic products set to be flourish, the organic certification approach is then expected to be a crucial role between consumers and green brands. For the green cosmetic brands, it might bring more benefits to the brand than just being a proof of organic ingredients.
The study conducted a quantitative questionnaire survey which was developed for this study and based on the four components of brand equity: brand associations, brand loyalty, perceived quality and brand awareness. Taking COSMOS-standard as an example, the study explores the influence it might have on green cosmetic brand equity and purchase intentions. Using snowball sampling for data collection, the total number of respondents was 867 and the number of valid questionnaires was 623. The statistical software SPSS 22.0 was used for the analysis.
The results indicate that COSMOS-Standard organic certification has positive impacts on brand equity and purchase intention; significant differences on brand association and brand loyalty are caused by different disposable income; the effects on improving purchase intention works better on toiletries than facial care products. The cosmetic brands can see the results as suggestions on brand management and marketing strategies.

Keywords: Green products; Organic certification; Brand equity; Purchase intention

Free Full-text PDF

How to cite this article:
Ginelle Qiu, Kuan-nien Chen. A study on green cosmetic brand equity and purchase intentions. American Journal of Dermatological Research and Reviews, 2020; 3:35. DOI: 10.28933/ajodrr-2020-09-0206


1. Allied Market Research (2016). Organic Personal Care and Cosmetic Products Market. Retrieved at https://www.alliedmarketresearch.com/organic-personal-care-and-cosmetic-products-market.
2. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, Vol.38, No.3, 102-120.
3. Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, Vol.5, No.1, 5-21.
4. Cai, Z., Xie, Y. and Aguilar, F. (2017). Eco-label credibility and retailer effects on green product purchasing inten-tions. Forest Policy and Economics, Vol.80, July, 200-208.
5. Cervellon, M.C., and Carey, L. (2011). Consumers’ perceptions of ‘green’: Why and how consumers use ecofashion and green beauty products. Critical Studies in Fashion & Beauty, Vol.2, No.1 & 2, 117-138.
6. Chen, Y. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, Vol.93, No.2, 307-319.
7. Dolatabadi, H., Kazemi, A. and Rad, N. (2012). The impact of brand personality on product sale through brand equity (case study: cosmetic products retailers). International Journal of Academic Research in Business and Social Sciences, Vol.2, No.11, 294-309.
8. Fonseca-Santos, B., Corrêa, M.A, & Chorilli, M. (2015). Sustainability, natural and organic cosmetics: consumer, products, efficacy, toxicological and regulatory considerations. Brazilian Journal of Pharmaceutical Sciences, Vol.51, No.1, 17-26.
9. Fraj, E. and Martinez, E. (2006). Environmental value and lifestyles as determining factors of ecological consumer behaviour: An empirical analysis. The Journal of Consumer Marketing, Santa Barbara, Vol.23, No.3, 133-144.
10. Ghazali, E., Soon, P., Mutum, D. and Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, Vol.39, Nov, 154-163.
11. Grimmer, M. and Woolley, M. (2014). Green marketing messages and consumers’ purchase intentions: Promoting personal versus environmental benefits. Journal of Marketing Communications, Vol.20, No.4, 231-250.
12. Hailes, J. (2007). The New Green Consumer Guide. London: Simon & Schuster. Hema P. and Bakkappa. B. (2012). The influence of culture on cosmetics consumer behavior. Journal of Business and Management, Vol.3, No.4, 41-47.
13. Konecnik, M. and Gartner, W. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, Vol.34, No.2, 400-421.
14. Lasuin, C. and Ching, N. (2014). Factors influencing green purchase intention among univer- sity students. Ma-laysian Journal of Business and Economics, Vol.1, No.2, 1-14.
15. Lee, K. (2008). Opportunities for green marketing: Young consumers. Marketing Intelligence & Planning, Vol.26, No.6, 573-586.
16. Leoner, R., Rao, V., Keller, K., Luo, A., McAlister, L. and Srivastava, R. (2006). Linking brand equity to customer equity. Journal of Service Research, Vol.9, No.2, 125-138.
17. Li, B., Zhu, M., Jiang, Y. and Li, B. (2016). Pricing policies of a competitive dual-channel green supply chain. Journal of Cleaner Production, Vol.112, No.3, 2029-2042.
18. Lim, Y.J., Osman, A., Salahuddin, S.N. Romle, A.R. and Abdullah, S. (2016). Factors influencing online shopping behavior: The mediating role of purchase intention. Procedia Economics and Finance, Vol.35, 401-410.
19. Liobikienė & Bernatonienė (2017). Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review. Journal of Cleaner Production, Vol.162, No.20, 109-120.
20. Mazar, N. and Zhong, C. (2010). Do green products make us better people? Psychological Science, Vol.21, No.4, 494-498.
21. Mei, O., Ling, K. and Piew, T. (2012). The antecedents of green purchase intention among Malaysian consumers. Asian Social Science, Vol.8, No.13, 248-263.
22. Newerli-Guz, J. (2012) Labelling of organic and natural cosmetic products in harmonized standards. Zesz Nauk, No.74, 36-42.
23. Peattie, K. (2001). Towards sustainability: The third age of green marketing. The Marketing Review, Vol.2, No.2, 129-146.
24. Peattie, K. and Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, Vol.8, No.4, 357-370.
25. Rahbar, E. and Wahid, N. (2011), Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, Vol. 12 No.2, 73-83.
26. Rana, J. and Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, Vol.38, 157-165.
27. Rashid, N. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, Vol.4, No.8, 132-141.
28. Sahota, A. (2013). Sustainability: How the Cosmetics Industry Is Greening Up. New Jersey: Wiley. Wood, L. (2000), Brands and brand equity: Definition and management. Management Decision, Vol.38, No.9, 662-669.
29. Y. R. and Mercy, I. (2011). The impact of green marketing on customer satisfaction and Environmental safety. 2011 International Conference on Computer Communication and Management (Singapore). Proceedings of CSIT, Vol.5, 637-641

Terms of Use/Privacy Policy/ Disclaimer/ Other Policies:
You agree that by using our site, you have read, understood, and agreed to be bound by all of our terms of use/privacy policy/ disclaimer/ other policies (click here for details).

This work and its PDF file(s) are licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.