Bridging the Green Purchasing Gap: Drivers of Willingness to Pay for Green Cosmetics Across Consumer Groups

Growing consumer awareness of environmental and health issues has increased demand for sustainable products, yet a persistent gap remains between positive attitudes and actual purchasing behavior. This study addresses inconsistent findings in prior literature regarding the effects of psychological drivers on willingness to pay a premium for green products. Drawing on the Theory of Planned Behavior and value-based perspectives, this study examines how environmental concern, health consciousness, and consumer innovativeness influence purchase intention and willingness to pay a premium (WTP) for green cosmetics. Data were collected from 872 respondents in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with multi-group analysis (MGA) to capture demographic heterogeneity. The results show that all three drivers significantly influence purchase intention, which in turn affects WTP and acts as a partial mediator. Demographic differences further moderate several relationships, highlighting heterogeneity in green consumer behavior. This study contributes by integrating psychological drivers, behavioral mechanisms, and demographic heterogeneity into a unified framework to explain willingness to pay for green cosmetics. The findings offer practical insights for developing targeted strategies to promote sustainable consumption in emerging markets.