The investigation of consumers’ behavior intention in China for green skincare products

Abstract

This study examines what factors impact customer's purchase intention in China to green skincare products and tries to provide some managerial recommendations to existing companies. Applying the theory of planned behavior (TPB) model, this study uses a questionnaire to collect data from121 respondents and Hayes Process and structural equation modeling to test the moderating effect. The result indicates that attitude, subjective norm, and perceived behavior control have a significant direct effect to purchase intention. Also, the country of origin (COO) and price sensitivity moderate the purchase intention and its antecedences, when COO and price sensitivity become stronger, the direct effect can strength. The findings can benefit the green skincare company about the understanding of customer purchase behaviors.