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- Title
A közösségi média szerepe a zöld kozmetikai termékek vásárlási szándékának kialakulásában.
- Authors
REBEKA-ANNA, POP
- Abstract
The growing environmental awareness of the society also affects the production and marketing processes of cosmetic companies, therefore increasing attention is paid to the supply of green cosmetics. Social media have enabled cosmetics companies to meet the demand for green cosmetics in real time and respond to new consumer trends. The primary aim of the study is to investigate the role of social media in shaping the consumers’ purchase intention and behaviour toward green cosmetics. In investigating consumers’ intention to purchase green cosmetics, this study extends the Theory of Planned Behaviour by including environmental knowledge and beliefs as the antecedents of purchase behaviour and the role of social media in these processes. The findings support the significant role of social media in consumers’ attitude formation, subjective norms, environmental knowledge and beliefs toward green cosmetics, and the impact of these variables on green purchase intention and behaviour.
- Publication
Forum on Economics & Business / Közgazdász Fórum, 2020, Vol 23, Issue 3, p17
- ISSN
1582-1986
- Publication type
Academic Journal