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Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: a study of female customers

Author

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  • Sharmila Pudaruth
  • Thanika Devi Juwaheer
  • Yogini Devi Seewoo

Abstract

Purpose - – This paper aims to explore the factors influencing the purchasing patterns of eco-friendly cosmetics and beauty care products among female customers in Mauritius. It also investigates upon the relative significance of these factors in predicting the preference to buy and recommend eco-friendly cosmetics and beauty care products to others. Design/methodology/approach - – The paper applies the data reduction technique by using exploratory factor analysis on a sample of 150 female consumers and condenses a set of 35 attributes into a list of eight comprehensible factors influencing the purchasing patterns of eco-friendly and beauty care products among females in Mauritius. Multiple regression analysis was also conducted to investigate upon the importance of the eight dimensions in influencing the behavioural intentions of females to purchase eco-friendly products and their likeliness to engage in referral for eco-friendly products. Findings - – The factor analysis identified that the purchasing patterns for eco-friendly cosmetics and beauty care products is influenced by a combination of eight factors namely: “women lifestyles, self-image health and economic considerations”, “ethical consumerism among females”, “pharmacological essence of green cosmetics and beauty care products”, “visual appeal and physical cues in cosmetic stores”, “price-conscious decisions and effective promotion”, “belief on ethical claims in green messages”, “brand image and usage experience” and “sales representatives and social influences”. The results of the regression analysis have also suggested that the behavioural intention and referral of female customers is primarily derived from one predictor factor related to “women lifestyles, self-image, health and economic conditions”. Practical implications - – In terms of marketing strategies, cosmetic and beauty care organisations should promote greater ethical concerns among female customers through effective green advertising messages. Greater emphasis should be placed on the pharmacological essence of green advertising. Cosmetic executives should also focus on health-related benefits while marketing cosmetics and beauty care products. Originality/value - – The paper aims to fill up the significant gap in the literature on purchasing patterns for eco-friendly cosmetics and beauty care products among female customers. This study remains one of few research work designed to address different factors influencing the purchasing patterns for green cosmetics and beauty care products in the context of developing countries such as Mauritius. Yet, it would serve as a roadmap for cosmetics and beauty care companies to understand the factors impacting on purchasing patterns of eco-friendly cosmetics and beauty care products in similar contexts.

Suggested Citation

  • Sharmila Pudaruth & Thanika Devi Juwaheer & Yogini Devi Seewoo, 2015. "Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: a study of female customers," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 11(1), pages 179-198, March.
    • Handle: RePEc:eme:srjpps:v:11:y:2015:i:1:p:179-198
    DOI: 10.1108/SRJ-04-2013-0049
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    Citations

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    Cited by:

    1. PUDARUTH Sharmila & JUWAHEER Thanika Devi & KOODRUTH UmmeYusra, 2017. "Understanding The Ecological Adoption Of Solar Water Heaters Among Customers Of Island Economies," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 12(1), pages 148-173, April.
    2. Yam B. Limbu & A. F. M. Jalal Ahamed, 2023. "What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda," Sustainability, MDPI, vol. 15(15), pages 1-15, August.
    3. Leïla Traoré & Bienvenue Belinga & Guillaume Lescuyer, 2023. "A Systematic Review of the Scope and Patterns of Green Consumption in Sub-Saharan Africa," Sustainability, MDPI, vol. 15(8), pages 1-17, April.
    4. Yam B. Limbu & Long Pham & Thuy Thi Thu Nguyen, 2022. "Predictors of Green Cosmetics Purchase Intentions among Young Female Consumers in Vietnam," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    5. Jagienka Rześny-Cieplińska & Agnieszka Szmelter-Jarosz, 2020. "Environmental Sustainability in City Logistics Measures," Energies, MDPI, vol. 13(6), pages 1-29, March.
    6. José Luis Vázquez-Burguete & César Sahelices-Pinto & Ana Lanero-Carrizo, 2017. "Corporate social responsibility and consumer behavior in the cosmetics sector: a study in the Spanish context," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(3), pages 375-390, September.
    7. Riané Dalziel, 2019. "Influence of celebrities and salespeople on female Generation Y students? attitudes towards beauty products," Proceedings of International Academic Conferences 9912337, International Institute of Social and Economic Sciences.
    8. Syed Haider Ali Shah & Basheer M. Al-Ghazali & Sabeen Bhatti & Nida Aman & Mochammed Fahlevi & Mohammed Aljuaid & Fakhrul Hasan, 2023. "The Impact of Perceived CSR on Employees’ Pro-Environmental Behaviors: The Mediating Effects of Environmental Consciousness and Environmental Commitment," Sustainability, MDPI, vol. 15(5), pages 1-25, February.
    9. Jacky Chin & Bernard C. Jiang & Ilma Mufidah & Satria Fadil Persada & Bustanul Arifin Noer, 2018. "The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach," Sustainability, MDPI, vol. 10(11), pages 1-15, October.
    10. Roxana-Larisa Cadar & Antonio Amuza & Diana Elena Dumitras & Mihaela Mihai & Cristina Bianca Pocol, 2021. "Analysing Clusters of Consumers Who Use Medicinal and Aromatic Plant Products," Sustainability, MDPI, vol. 13(15), pages 1-16, August.
    11. Lan-Lan Wan & Hong-Youl Ha, 2021. "Sustainable Green Product Adoption Test Using Logistic Regression: Comparison of Glass and Electronic Products," Sustainability, MDPI, vol. 13(9), pages 1-13, May.

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