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Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line

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  • Camelia Grădinaru

    (Department of Communication Sciences and Public Relations, Faculty of Philosophy and Social-Political Sciences, Alexandru Ioan Cuza University of Iași, 11 Carol I Blvd., 700506 Iași, Romania)

  • Daniel-Rareș Obadă

    (Department of Communication Sciences and Public Relations, Faculty of Philosophy and Social-Political Sciences, Alexandru Ioan Cuza University of Iași, 11 Carol I Blvd., 700506 Iași, Romania)

  • Ioan-Alexandru Grădinaru

    (Department of Communication Sciences and Public Relations, Faculty of Philosophy and Social-Political Sciences, Alexandru Ioan Cuza University of Iași, 11 Carol I Blvd., 700506 Iași, Romania)

  • Dan-Cristian Dabija

    (Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University Cluj-Napoca, 58-60 Teodor Mihali Street, 400591 Cluj-Napoca, Romania)

Abstract

Profitable and dynamic, the cosmetics industry strives to conform to the environmental ideals and practices of the 21st century. For years, NGOs, the media, and consumers have accused cosmetics brands of pollution, environmental disasters, and safety concerns. These allegations can spread faster in the online environment and cause genuine brand crises. Many cosmetic company managers continue to assess the necessity of accelerating their business toward sustainability initiatives and being more consumer centric. Therefore, this paper aims to examine the impact of economic, social, and environmental sustainability on brand attachment and brand attractiveness, which may result in a positive WOM, enhance purchase intention, and finally lead to the intention to join online brand communities. To implement the research scope, the authors developed a conceptual model based on the triple bottom line (TBL) and the Stimulus-Organism-Response (SOR) approach. To assess the conceptual model, the authors have conducted quantitative research, through an online questionnaire, with data being collected from consumers via an online survey platform. The snowball sample comprised 1632 valid responses from consumers of sustainable cosmetics brands. Further on, the conceptual model was assessed employing structural equations modelling via SmartPLS. The results confirm the impact of the three pillars of TBL (i.e., economic, social, and environmental sustainability) (stimuli) on brand attachment and brand attractiveness (organism), which finally generates positive WOM, triggers purchase intention, and enhances consumers’ intention to join an online brand community (response). From a theoretical perspective, our research contributes to extending knowledge based on the SOR approach and TBL applied to sustainable cosmetics brands. Considering the significant effects of economic, social, and environmental sustainability on consumer perception and intention, the study also pinpoints some major management implications for the cosmetic industry.

Suggested Citation

  • Camelia Grădinaru & Daniel-Rareș Obadă & Ioan-Alexandru Grădinaru & Dan-Cristian Dabija, 2022. "Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line," Sustainability, MDPI, vol. 14(21), pages 1-22, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:14118-:d:957108
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    3. Hea Young Lim & Ki Han Kwon, 2023. "Sustainable Assessment of the Environmental Activities of Major Cosmetics and Personal Care Companies," Sustainability, MDPI, vol. 15(18), pages 1-20, September.
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    5. Andrei-Florin Băbăț & Mirela Mazilu & Amalia Niță & Ionuț-Adrian Drăguleasa & Mihaela Grigore, 2023. "Tourism and Travel Competitiveness Index: From Theoretical Definition to Practical Analysis in Romania," Sustainability, MDPI, vol. 15(13), pages 1-26, June.

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