EXPLORING THE IMPACT OF HEAVY METAL CONTAMINATION IN COSMETICS ON CONSUMER HEALTH RISKS

This study examines the relationships between consumer awareness, perceived risks, health risks, and purchasing behavior in the context of heavy metal contamination in cosmetics. Using data from 675 respondents and Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal that higher consumer awareness reduces perceived health risks and indirectly influences purchasing behavior through perceived risks and health concerns. Perceived risks and health risks negatively impact purchasing behavior, reflecting consumer caution toward products associated with potential harm. The study highlights the mediating role of perceived risks and health concerns in shaping consumer decisions.The results indicate the importance of consumer education, transparent labeling, and safer product alternatives to address safety concerns. Additionally, the findings advocate for stricter regulatory enforcement to ensure product compliance and build consumer trust. By integrating effective risk communication and education, cosmetic manufacturers and policymakers can foster safer purchasing behaviors while addressing consumer health concerns.