Factors Positively Affecting Purchase Intention of Female Consumers on Green Cosmetics in Pathum Wan District

Abstract

This research objective was to examine and understand environmental concern, attitude towards green cosmetics, willingness to pay for green cosmetics, media influence, green packaging, and green cosmetics’ location positively affecting purchase intention of female consumers on green cosmetics in Pathum Wan District of Bangkok, Thailand. The research used a survey questionnaire method. The methodology was based on the quantitative approach and collecting data with 246 respondents. Multiple Regression Analysis (MRA) was applied to determine the conceptual model that positively affecting female consumers’ purchase intention of green cosmetics. The result showed that there were two predictors, green cosmetics’ location and willingness to pay for green cosmetics, positively affected the female consumers’ green cosmetics purchase intention at the significant level of .05; with the regression coefficient of 0.199 and 0.198, respectively.