The Influence of Eco-Labeling in Green Beauty Products: Shaping Attitudes and Driving Purchase Intentions

Growing consumer awareness of environmental issues has led to heightened interest in environmentally responsible personal care products, with notable growth in the green beauty market. Despite this trend, consumer evaluations and purchasing decisions are shaped by numerous elements, particularly the trustworthiness of environmental information provided by brands. While elements such as eco-labels, environmentally friendly packaging, and individual concern for the environment are generally associated with favourable views of green marketing, they can also trigger doubt among consumers. This study investigates how eco-labeling, green packaging, and environmental concern influence consumer attitudes toward green beauty products and how these attitudes affect purchase intentions for them. The study included 500 South African consumer participants, and data were collected through an accredited research organization. The results indicate that eco-labeling, green packaging, and environmental concern each have a significant positive effect on consumer attitudes toward green beauty products. In addition, consumer attitudes were found to strongly influence purchase intentions among South African consumers. The study contributes to the literature by emphasizing the complex role of informational cues and potential perceptual barriers in sustainable consumption of green beauty products. It also provides practical insights for marketers, highlighting the importance of enhancing the credibility of eco-labels and reducing consumer doubt through clear, transparent communication strategies in the South African context.