Investigation of Green Beauty Product, Sustainable Cosmetics and Customer Behavioral Model: Customer Loyalty as an Outcome– A Conceptual Analysis

The development of consumer awareness of environmental and sustainability issues has encouraged the increasing demand for environmentally friendly beauty products (Green Beauty Products). However, the formation of consumer loyalty to sustainable products is not always consistent due to skepticism of green claims, the phenomenon of greenwashing, as well as psychological factors such as trust, brand authenticity, and emotional attachment. On the other hand, the growth of the sustainable cosmetics market has also shaped consumer behavior patterns that increasingly consider ethical, social, and ecological values in the decision-making process. This research aims to conduct a conceptual analysis of the relationship between green beauty products, sustainable cosmetics market, customer behavioral model, and customer loyalty by referring to the Theory of Planned Behavior (TPB) as the main theoretical framework. This study uses a conceptual approach through the integration of the literature to map the relationships between constructs and identify research gaps. The results of the analysis show that green beauty products and the sustainable cosmetics market have the potential to influence consumer loyalty directly or indirectly through the formation of consumer behavioral models that include attitudes, subjective norms, and perceptions of behavioral control. In addition, consumer psychological aspects such as trust, brand authenticity, and green brand love reinforce the effect of sustainability on loyalty. This study offers a theoretical contribution by linking the four variables simultaneously in the context of the sustainable cosmetics market in Indonesia, especially Yogyakarta, and provides a basis for further empirical research in testing the proposed conceptual model.