research paper data set.xls

Green cosmetic products are gaining popularity among consumers who prioritize skin health, quality, and beauty. This has increased the production of such products. Consumers are now more aware of the harmful toxins present in cosmetics, leading them to prefer natural products. To determine the elements impacting Indian consumers' buying behaviour and purchase intentions toward green cosmetics, a thorough evaluation of the available literature from journals included in Scopus was conducted. The theory of planned behavior was employed in the study, which concentrated on both male and female consumers. The research found increasing demand among males for green cosmetics in North India. The study analysed the variations in purchasing intentions and actions between male and female consumers using Smart PLS 3.0’s structural equation modeling with this a multi-group analysis was also conducted. The results revealed that subjective norms significantly influenced purchase behaviour and purchase intention. Perceived behavioural control and subjective norms also positively impacted purchase intention, indirectly affecting purchase behaviour through purchase intention. It's interesting to observe that environmental concerns do not affect consumers' real purchasing intentions or behavior. Nevertheless, the study's conclusions showed that there were no appreciable distinctions between male and female consumers in terms of the impact of various variables on their propensity to make purchases and their actual buying habits. This research provides valuable insights for policymakers and marketing managers who aim to promote green cosmetic product purchase behavior.

绿色化妆品（Green cosmetic products）在重视肌肤健康、产品品质与美学体验的消费者群体中愈发流行，这一趋势推动了该类产品的产能扩张。当下消费者愈发意识到普通化妆品中含有的有害毒素，因此更倾向于选择天然美妆产品。为探明影响印度消费者对绿色化妆品的购买行为与购买意愿的各类因素，研究团队对斯高帕斯（Scopus）数据库收录期刊中的现有文献开展了全面梳理与评估。本研究采用计划行为理论（Theory of Planned Behavior），研究对象涵盖男性与女性消费者。研究发现印度北部地区男性对绿色化妆品的需求正逐步攀升。本研究借助Smart PLS 3.0的结构方程模型分析了男女消费者在购买意愿与实际购买行为上的差异，并同步开展了多群组分析。研究结果显示，主观规范（Subjective Norms）对购买行为与购买意愿均存在显著影响；感知行为控制（Perceived Behavioural Control）与主观规范同样对购买意愿产生正向作用，并通过购买意愿间接影响实际购买行为。值得关注的是，环保关切并未对消费者的实际购买意愿与购买行为产生显著影响。尽管如此，研究结论表明，在各类变量对男女消费者购买倾向与实际购买行为的影响程度上，二者并无显著差异。本研究可为旨在推动绿色化妆品购买行为的政策制定者与市场营销管理者提供极具价值的参考依据。