{"id":426,"date":"2025-08-19T13:01:36","date_gmt":"2025-08-19T13:01:36","guid":{"rendered":"https:\/\/risumarketingjournals.com.ng\/?p=426"},"modified":"2025-08-19T13:01:36","modified_gmt":"2025-08-19T13:01:36","slug":"consumer-attitudes-towards-eco-friendly-cosmetics-in-nigeria-a-purchase-intention-model-for-green-marketing","status":"publish","type":"post","link":"https:\/\/risumarketingjournals.com.ng\/?p=426","title":{"rendered":"CONSUMER ATTITUDES TOWARDS ECO-FRIENDLY COSMETICS IN NIGERIA: A PURCHASE INTENTION MODEL FOR GREEN MARKETING"},"content":{"rendered":"\n<p><br>NDUKWE-TOCHI Chinwe Chosen1 <\/p>\n\n\n\n<p>ACHARA Ogochukwu Larry2<\/p>\n\n\n\n<p>OKPARA Roy Maduabuchi3 <\/p>\n\n\n\n<p>AGBARAEVOH Roseline Chinasa4<br><\/p>\n\n\n\n<p>1Department of Marketing, Abia State University Uturu<br>ukonu.chosen@abiastateuniversitcy.edu.ng<br>2 Department of Management, Abia State University Uturu<br>achara.larry@abiastateuniversity.edu.ng<br>3 Department of Economics, Abia State University Uturu<br>roymokpara@gmail.com<br>4 Department of Accountancy, Abia State University,<\/p>\n\n\n\n<p><br>agbaraevohrose@gmail.com<\/p>\n\n\n\n<p><strong>Abstract<\/strong><br>This study investigated Nigerian consumers&#8217; 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.<\/p>\n\n\n\n<p><strong>Keywords: <\/strong>Eco-friendly cosmetics, green marketing, purchase intention, sustainable consumption, theory of planned behaviour.<\/p>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/risumarketingjournals.com.ng\/wp-content\/uploads\/2025\/08\/2.-Consumer-Attitudes-towards-Eco-Friendly-Cosmetics-in-Nigeria.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Embed of 2. Consumer Attitudes towards Eco-Friendly Cosmetics in Nigeria.\"><\/object><a id=\"wp-block-file--media-cc96383f-e75c-439f-9bca-3a79408eeb24\" href=\"https:\/\/risumarketingjournals.com.ng\/wp-content\/uploads\/2025\/08\/2.-Consumer-Attitudes-towards-Eco-Friendly-Cosmetics-in-Nigeria.pdf\">2. Consumer Attitudes towards Eco-Friendly Cosmetics in Nigeria<\/a><a href=\"https:\/\/risumarketingjournals.com.ng\/wp-content\/uploads\/2025\/08\/2.-Consumer-Attitudes-towards-Eco-Friendly-Cosmetics-in-Nigeria.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-cc96383f-e75c-439f-9bca-3a79408eeb24\">Download<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>NDUKWE-TOCHI Chinwe Chosen1 ACHARA Ogochukwu Larry2 OKPARA Roy Maduabuchi3 AGBARAEVOH Roseline Chinasa4 1Department of Marketing, Abia State University Uturuukonu.chosen@abiastateuniversitcy.edu.ng2 Department of Management, Abia State University Uturuachara.larry@abiastateuniversity.edu.ng3 Department of Economics, Abia State University Utururoymokpara@gmail.com4 Department of Accountancy, Abia State University, agbaraevohrose@gmail.com AbstractThis study investigated Nigerian consumers&#8217; attitudes toward eco-friendly cosmetics and examined determinants of purchase intention &hellip; <a href=\"https:\/\/risumarketingjournals.com.ng\/?p=426\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">CONSUMER ATTITUDES TOWARDS ECO-FRIENDLY COSMETICS IN NIGERIA: A PURCHASE INTENTION MODEL FOR GREEN MARKETING<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-426","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts\/426","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=426"}],"version-history":[{"count":1,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts\/426\/revisions"}],"predecessor-version":[{"id":428,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts\/426\/revisions\/428"}],"wp:attachment":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=426"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=426"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=426"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}