NDUKWE-TOCHI Chinwe Chosen1
ACHARA Ogochukwu Larry2
OKPARA Roy Maduabuchi3
AGBARAEVOH Roseline Chinasa4
1Department of Marketing, Abia State University Uturu
ukonu.chosen@abiastateuniversitcy.edu.ng
2 Department of Management, Abia State University Uturu
achara.larry@abiastateuniversity.edu.ng
3 Department of Economics, Abia State University Uturu
roymokpara@gmail.com
4 Department of Accountancy, Abia State University,
agbaraevohrose@gmail.com
Abstract
This study investigated Nigerian consumers’ attitudes toward eco-friendly cosmetics and examined determinants of purchase intention within a green marketing framework. Grounded in the Theory of Planned Behaviour (TPB) and augmented by environmental concern and perceived consumer effectiveness, the study collected data from 450 urban consumers in Lagos and Abuja in a cross-sectional survey. Structural equation modelling was adopted to analyse the data. The results showed that environmental concern, perceived behavioural control and subjective norms are significant predictors of attitude, which in turn positively influence purchase intention. The findings underscore the critical role of green marketing communication and highlight actionable strategies for cosmetic firms seeking to enhance market share through sustainable offerings. Implications for theory and practice are discussed, and directions for future research are provided.
Keywords: Eco-friendly cosmetics, green marketing, purchase intention, sustainable consumption, theory of planned behaviour.