Moroccan consumers purchasing behaviors toward the sustainability of cosmetics today

Literature Review

Consumer purchasing behavior

Consumer behavior is a process that starts from the creation of a need and ends with the final decision to purchase. This process can be influenced by motivations, price, culture, experience, etc., which make the consumer choose a product over another (Orji et al., 2017; Khaniwale 2015; Noel 2017; Al-Salamin & Al-Hassan 2016; Mohamed Abdellatif Abu Auf et H. 2018).

The process of when individuals, groups or organizations buy or dispose of goods, services, ideas or even experiences is called Consumer purchasing behavior in order to satisfy their wants and needs (Ankit Singh et al. 2014). Consumer purchasing decisions are tied to how strong the attitude toward the available brands is (Blech 1998; A. Ananda 2016). This concept of consumer behavior was new until 1960, when it was inspired by psychology, sociology, social psychology, anthropology and economics sciences. Purchasing motivations can be influenced by factors such as financial resources, time and effort. Consumer values and decision-making processes can also be influenced by culture and the social environment. Personal factors such as age, lifestyle, occupation, personality, etc., or even psychological factors like perception, beliefs, learning, and attitudes. Those factors can build and develop consumers’ brand preferences (Kotler and Keller 2011; Ankit Singh et al. 2014).

One of the first explanations of consumer behavior was proposed by Howard and Sheth (1969). The model integrates various social, psychological, and marketing influences on consumer choice and is used to analyze purchasing behavior. Howard and Sheth (1969) cited that consumer-decision making is dissimilar according to the strength of the attitudes toward the available brands; which is managed and ruled by the consumer’s knowledge and familiarity with the product’s class. The definition of consumer behavior given by Belch (1998) is the process and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires. Behavior is either of an individual, or in the context of a group, or an organization. Consumer behavior involves the use and disposal of products as well as the study of how they are purchased (A. Ananda 2016).

The Black Box Model concept has been introduced to define the factors influencing buying behavior in a more precise way (Kotler 2004). According to this concept, the buying decision process and the buyer’s characteristics in general are affected by external influences and by elements of mix marketing. The two main factors in the black box are: what the individual brings during the purchasing situation and the decision processes used. Many factors would influence the consumer buying behavior:

Internal or psychological factors: that are mostly the motivations and perceptions of the consumer.

Motivations: Urges that need to be satisfied and with a level of intensity.

Biogenic or physiological needs (thirst and hunger)

Psychogenic needs (recognition and esteem)

Perception:

Other than the five senses (sight, hearing, smell, taste, and touch), we also get senses of direction and balance. Our senses feed the brain with information continuously, then it selects only a little information from the environment that surrounds us and deletes extrinsic noise. As a result, the information received is not a complete image of the world-view. The brain then completes the missing puzzle pieces and fills them with either imagination or experience, which is called the Cognitive Map. Cognitive map can get influenced by: subjectivity (the existing unique world-view of the individual), categorization (prejudging of events and products through organizing information into chunks), selectivity (selecting from the environment), expectation (interpretation of information in a specific way), past experience (in psychology it’s called the law of primary, when 5 senses can trigger a past memory).

The consumer uses the intrant selector to select clues and value them. Most consumers’ cognitive mapping and perception are tied to their view of the price, quality, brand’s name, or even retailer’s name.

Social factors

The influence of individuals on each other, on likes and dislikes, to seek confirmation and social acceptance (family, reference groups and roles and status).

Cultural factors

The learning processes of values, perceptions, preferences, and behavior patterns are the result of socialization in a family or other institutions. Values are defined as: achievement, success, efficiency, progress, material comfort, practicality, individualism, freedom, humanitarianism, youthfulness, and practicality (Schiffman and Kanuk 2008). Those values are then influenced by nationality groups, religious groups, racial groups, and geographical areas, all of which exhibit degrees of difference in ethnic taste, cultural preferences, taboos, attitudes, and lifestyle.

Economic Factors

Personal income, family income, income expectations, savings, liquid assets of consumers, consumer credit and other economic factors.

Purchasing intentions

The consumer’s purchasing intentions are related to his or hers values and attitudes toward a product that are based on their perception. A value can be interpreted as a belief about desirable expectations that’s tied to psychological aspects (Feather 1990; Rokeach 1973; Schwartz and Blisky 1987). Values can influence consumers’ attitudes that lead them to purchase the product that will satisfy their needs and values (Grunert and Juhl 1995; Poortinga et al. 2004). Green products contribute to a better future by protecting the environment. The attitude of consumers regarding the protection of the environment differs from one individual to another. The reason for their purchase of sustainable cosmetics could be related to the quality of the product, their loyalty to the brand, following trends or their actual genuine care for the environment. Therefore, the values that these products bring to the consumer are quality, brand loyalty, social acceptance (trends), and environmental consciousness.

Attitudes are personal evaluations of an object, situation, or person that can be positive or negative in order to influence behavior. Individuals tend to perform a certain behavior if he or she has a positive attitude towards it (Ajzen 1985). Behavior intentions to purchase green cosmetics can, for example, be related to a positive relationship between the intention and the products.

Social acceptance and the pressure of performing a certain behavior can often influence one’s intentions, or in this case, the intentions behind purchasing green cosmetics. People’s intentions behind those purchases can be related to other close individuals that recommend or purchase them. We call this “the subjective norm”, and it affects consumers’ intentions really strongly (Hillhouse et al. 2000; Bamberg 2003; Kalafatis et al. 1999).

Some individuals have a strong degree of personal control, and they’re the ones that have specific behavioral intentions, which makes them engage in a certain behavior. The more those people are benefiting from time, money, and skills, the higher the perception of control is and the more their behavioral intentions increase (Ajzen 1991). Therefore, these people’s purchasing intentions for green cosmetics can be higher since they have more control over the products they buy.

Predicting one’s intentions can be assumed from their past purchases and what they learned from them (Conner and Armitage 1998; Bentler and Speckart 1979). Their past experiences would affect their purchases of green cosmetics. If they had favorable experiences, they would eventually purchase more in the future, but if not, then they will not purchase again.

Some factors can lead consumers to lose their intention or decision to purchase, even if their attitude was favorable towards the purchase (Chen 2007). There is an inconsistency between the attitudes and intentions of consumers that could be influenced by factors like price or quality (Vermeir and Verbeke 2006). Sustainable green cosmetics mostly have higher prices than the regulated non-sustainable ones, and that can push people to avoid them. Even if their attitude toward the purchase of those products is positive, they may not be able to afford them. Positive attitude doesn’t always lead to the intention of purchase (Mandese 1991).

H1 Moroccan consumers sustainable purchasing behavior is affected by social and cultural factors

H2 Moroccan consumers sustainable purchasing behavior is affected by personal values that they create in a brand

Sustainable consumptions

The description of term "Environmentally sustainable consumer behavior" is not well-defined. However, Steg and Vlek (2009) provide a more reliable definition, explaining that environmentally-sustainable consumer behavior is the unharmful and beneficial behavior to the environment by consuming products/services and those types of behaviors are considered green consumption activities, this includes: eco-friendly product post-purchase/pre-purchase behavior, energy-efficient action, natural resource saving, eco-friendly buying, water saving, garbage sorting behavior, food waste reduction, solid waste minimization, organic/green product use, and public transportation use are all considered green consumption (Steg & Vlek 2009; Black & Cherrier 2010; Chan 2001; Joshi & Rahman 2015; Dong et al. 2012; Leary et al. 2014; Minton et al., 2018; Singh & Verma 2017). Many have used social psychology and environmental psychology theories to justify sustainable consumption and eco-friendly purchasing behaviors (Han 2020; Manosuthi et al. 2020; Megeirhi et al. 2020; Onwezen et al. 2013). Pro-social or self-interest motives are some of the reasons that lead to purchasing decisions for sustainable products (Ajzen & Kruglanski 2019; Han 2015; Meng et al. 2020)

Environmental protection has been a demand in the public eye since recent decades, and it influences consumers to purchase more green products, for the better of the environment or their personal benefits. The consumption of green products is increasing, especially in the Asian-Pacific region (Queensland government/ business Queensland 2014). For brands, focusing on a sustainable green strategy is crucial, but only few companies have the capacity to do so (Queensland government/ business Queensland 2014; Olson, E.G. 2008). Green, or environment-friendly or eco-friendly, refers to the values, attitudes, understandings, knowledge, and behaviors related to the environment. Brands that are able to proceed and use environmental incentives motivate consumers to purchase green products and also aid the global trend of environmental protection (Queensland government/ business Queensland 2014).

The green marketing trends are increasing due to consumers’ behavioral change and the demand for green products. The interested in a sustainable life-style is related to consumers care for the environment and their personal benefits. Sustainable consumption can be done through the usage of green energy during the production process or the usage of recyclable packaging (Nguyen et al. 2019).

Consumers are more aware of the existence and importance of products that use biodegradable packaging instead of plastic that is damaging to the environment. Cosmetic corporates are trying to opt for sustainable solutions for the sake of the environment and to keep the circular economy basics (Cinelli, P. et al. 2019). Customization of cosmetic products from green ingredients to recyclable packaging is expending due to high demand. Especially now that cosmetic industries are now legally pushed to use strategies or solutions that ensure environmental protection (Eixarch, H. et al. 2019).

For health and environmental reasons, consumers would willingly purchase green, sustainable cosmetics even if they’re higher in price. One's behavior is affected by psychological, emotional, and external (social and cultural) factors. Since green cosmetics are considered a new trend, they should be marketed using honest product descriptions and attributes (Amberg and Fogarassy 2019).

Obvious behavior comes from the individual’s ability to control the internal (e.g., income) and external (tools or resources available to carry out the behavior) factors and choose to willingly or not to behave (Azjen 2015). Usage barriers, value barriers, risk barriers, traditional barriers, image barriers are factors that people would consider before purchasing green cosmetics (Kushwah, Dhir and Sagar 2019).

Value barriers: When new products tend to be compared to their alternatives based on performance and price, and those parameters are lower, we can call these “values barriers” (Ram & Sheth 1989). When launching a new product, it is better to focus on a performance to price ratio to shift the consumer behavior (Ram & Sheth 1989). Green cosmetics are supposed to be a bit more expensive, so it is necessary to choose the right price since most consumers would prefer to not pay more, except if the performance is higher (Berger and Corbin 1992; Sriram and Forman 1993; Prakash 2002).

Usage barriers: When the new product does not align with the existing user patterns, trend, and workflow, the usage barrier occurs, which is considered a factor of the product’s resistance (Ram & Sheth 1989). Consumers are mostly responsive to what disturbs their equilibrium (Ram, 1989). Green products or cosmetics are not always available, especially in Morocco, which can lead to a disturbance in their balance (Nandi et al.2017).

Risk barriers: Consumers perceive risks in the consumption of new products differently and that some degree of susceptibility will inevitably be linked to new products (Ram& Sheth 1989). Some consumers are unsure about their purchases of a new product, so they end up delaying their purchase (Molesworth & Suortti 2002).

Tradition barriers: Shifts in customs, standards, social, and family values are considered traditional barriers for consumers (Ram & Sheth 1989). Consumer habits, routines, social norms, and values can be considered traditional barriers as well as psychological obstacles (Ram & Sheth 1989). Lack of knowledge about sustainable cosmetics, the ingredients used in them, or the credibility of their claims to be sustainable and green can influence their purchasing decision.

Image barriers: The product’s image can be perceived differently and is built depending on their preference, what they like or dislike. Stereotypical thinking can influence that perception and can lead to difficulties for innovation and adopting new technologies. It affects consumer purchasing intentions as well (Ram & Sheth 1989).

H3 Moroccan consumer purchasing intentions of sustainable & eco-friendly products is related to genuine interest in protecting the environment

H4 The price of sustainable cosmetic products affects Moroccan consumer purchasing decision

H5 Moroccan consumer’s income affect their purchasing decision of sustainable cosmetic products

Sustainable green cosmetics

The increase in green product purchasing interests is related to environmental protection concerns. Consumers are now more open to the idea of purchasing green products compared to before, and especially in the Asian-Pacific region. Thus, utilizing a green strategy by companies has become critical, even if only a few are capable of doing so (Chin, J. et al. 2018; Olson and E.G. 2008).

Aspects like values, attitudes, understandings, knowledge, and behaviors that are associated with the environment are referred to as "green" or "environment-friendly." Companies that are capable of using green or environmentally-friendly strategies help with globalizing the trend of environmental protection (Chin, J. et al. 2018). The exhaustion of mineral and petrochemical resources raises social awareness in the environment (Huppertz, T. et al. 2019). The product’s shelf-life and the whole production chain are important in analyzing the product’s effects on the environment, which is called the Life Cycle Assessment (LCA) process (Janowicz, K, et al. 2015). Cosmetic products are consumed in big quantities and, therefore, flow back to the environment in big quantities as well. Some of the ingredients that the products contain or are packaged with are pollutants and harmful to the environment, like UV-shields, preservatives (paraben, triclosan), and plastics (Juliano, C.; Magrini, G.A. 2017).

The production of disposable products that are valuable for cosmetic or pharmaceutical firms has increased recently, and they are less harmful to the environment and their treatment costs. Ingredients made from fish, meat or dairy are cheap, environmentally friendly and good substitutes for plant-sourced extracts. Eco-farm waste can be valuable and safer for cosmetics since it’s clean from any pesticides or toxic materials (Barbulova, A. et al. 2015).

One of the most important strategies that cosmetic companies try to focus on is recyclable or biodegradable packaging. Plastic waste is one of the main worries that impacts the environment globally. Using management strategies to reduce this problem with heat energy or renewable resources can be considered a beneficial trend for cosmetic companies (Horvath, B. et al. 2019).

Natural ingredients, sustainable packaging, and other environmentally friendly elements are grabbing the consumer’s interest. They consider them to be safer and healthier. But the cosmetic industries are not too fond of the idea that natural or synthetic cosmetics or skin care ingredients shouldn’t define their level of safety and efficiency (Lin, Y.; et al. 2018). Cosmetic firms are facing new challenges by implementing sustainable practices into their strategies (Kardos, M. et al. 2019). Making sure their labs are free of chemicals or toxins. Cosmetic companies are aiming to change consumer’s attitudes by providing a high range of green, natural products (Amberg, N. 2018).

The use of green symbols on packaging is important, since they help consumers identify that the product is green. The green consumer’s purchasing decision process is impacted by the price-performance and quality. If the expected and actual attributes of the products are not met, it will lead to a negative consumer experience.

The use of Nanotechnology is attracting the interest of many cosmetic industries (Barbieux, D.; Padula, A.D. 2018). Ultrasound treatment, for example, uses organic material remains to add high value to their products as a green tech solution. There are many ways to collect plant-based extracts: the traditional way uses chemical solutions that are environmentally harmful. The other modern way is based on green tech solutions that decrease the negative impacts on the environment. Since the interest in natural cosmetics has increased, cosmetic companies are seeing green tech solutions as a potential substitute (Boggia, R. et al. 2016; Tungmunnithum, D. et al. 2019; Panda D. et al. 2019).

Microbiological safety and the quality of conservation are manufacturing practices used for the consumer’s protection against pathogenic microorganisms and toxic product degradation (Halla, N. et al. 2018, Kijjoa, A.; Sawangwong, P. 2006).

To protect human skin, it is important to use UV filters in cosmetics to protect the skin from the negative effects of UV rays. The excess usage and storing of products with UV filters improperly have formed a new pollutant in production (Wang, J.et al. 2016).

Companies need to pay attention to not only the increase of sales in these green sustainable cosmetics and that the ingredients used in these products and their packaging are safe and non-toxic for people and the environment, but also that the production or storage of these products shouldn’t create any negative or harmful impact on the environment.

Green purchasing behaviors of cosmetics

Since green cosmetics are ethically made, beneficial and safer, consumers are willing to pay more to buy them (Mather et al. 2005). Which leads cosmetic corporations to be involved in environmental practices (Manaktola and Jauhari 2007; D’Souza et al. 2007; Sarigöllü 2009).

Ethical attitudes cannot always lead to ethical purchasing patterns due to the unavailability of green products, disbelieves of ethical practices and lack of existing information about those products (Tsakiridou et al. 2008; Cervellon et al. 2010). Customer satisfaction and loyalty comes from maintaining good product quality (Chumpitaz and Paparoidamis 2004; Kotler et al. 2005). Green consumers prefer non-risky, safer, and healthier good quality organic products (McWilliams and Siegel 2001; Yiridoe et al. 2005; D’Souza et al. 2006; Martenson 2007; Rios et al. 2006; Cornelissen et al. 2008).

The consumption of green skin care and beauty products is affected by factors like animal welfare, environmental concern, health and safety (Zanoli and Naspetti 2002; Diamantopoulos et al. 2003; Tsakiridou et al. 2008; Paladino 2006; Peter and Olson 2009; Cervellon et al. 2010). But the brand/product name, price, and quality can play an important role in their purchasing decisions as well (Solomon et al. 2006; Gan et al. 2008). Green cosmetics are usually made from medicinal and herbal ingredients to portray the pharmacological essences used in traditional medicine (Hwang et al. 2004). The consumption of green sustainable cosmetics is not always for the sake of environmental protection or personal beliefs, but more for health reasons (Vermeir and Verbeke 2006). For consumers, the purchasing of green cosmetics can be a way of reflecting actual or desired social status, a lifestyle or self-image (Ekinci and Riley 2003; Voss et al. 2003; Kasser and Kanner 2004; Todd 2004; Hickie et al. 2005; Robertson et al. 2008; Mayrhofer et al. 2008; Turner 2008).

Finally, the decision of purchase green cosmetics can also be influenced by brand loyalty (Ahluwalia et al. 2000; Ingram et al. 2005). Green certifications can be an essential tool to lead consumers into adopting green cosmetic products by providing them with environmental (Chryssohoidis and Krystallis 2005; D’Souza et al. 2006; Laroche et al. 2001; Leire and Thidell 2005; Chen et al. 2006).

H6 The quality of sustainable cosmetic products affects Moroccan consumer purchasing decision

H7 The sustainable cosmetic brand loyalty affects Moroccan consumer purchasing decision

References

Ahluwalia, R., Burnkrant, R. and Unnava, H.R. (2000), “Consumer response to negative publicity: the moderating role of commitment”, Journal of Marketing Research. https://doi.org/10.1509/jmkr.37.2.203.18734

Ajzen, I., & Kruglanski, A. W. (2019). Reasoned action in the service of goal pursuit. Psychological Review. https://doi.org/10.1037/rev0000155

Amberg, N., & Fogarassy, C. (2019). Green Consumer Behavior in the Cosmetics Market. https://doi.org/10.3390/resources8030137

Amberg, N. Sustainability Backround of Producing and Selecting Cosmetics, with Special Precautions for Product Instruments; Zeszyty Naukowe (Wy˙zszej Szkoły Ekonomiczno-Społecznej w Ostroł˛ece): Ostroleka, Poland,2018; Volume 4, p. 403. ISBN 2391-9167.

Ankit Singh, Neetu Dhayal, Amir Shamim (2014) Consumer Buying Behaviour. IRJMSH. https://doi.org/10.32804/IRJMSH

Bacskai, I.; Madar, V.; Fogarassy, C.; Toth, L. Modeling of Some Operating Parameters Required for theDevelopment of Fixed Bed Small Scale Pyrolysis Plant. Resources 2019,8, 79. https://doi.org/10.3390/resources8020079

Bamberg, S. (2003) How Does Environmental Concern Influence Specific Environmentally Related Behaviors? A New Answer to an Old Question. Journal of Environmental Psychology, 23, 21-32. http://dx.doi.org/10.1016/S0272-4944(02)00078-6

Barbulova, A.; Colucci, G.; Apone, F. New Trends in Cosmetics: By-Products of Plant Origin and Their Potential Use as Cosmetic Active Ingredients. Cosmetics 2015,2, 82–92. https://doi.org/10.3390/cosmetics2020082

Barbieux, D.; Padula, A.D. Paths and Challenges of New Technologies: The Case of Nanotechnology-BasedCosmetics Development in Brazil. Adm. Sci. 2018,8, 16. https://doi.org/10.3390/admsci8020016

Beri, K. Perspective: Stabilizing the Microbiome Skin-Gut-Brain Axis with Natural Plant Botanical Ingredients in Cosmetics. Cosmetics 2018,5, 37. https://doi.org/10.3390/cosmetics5020037

Belch, George and Michael Belch, (1998), “Advertising and Promotion”, 4th Edition, Irwin/McGraw-Hill, Boston, MA.

Bentler, P. M., & Speckart, G. (1979). Models of attitude–behavior relations. Psychological Review. https://doi.org/10.1037/0033-295X.86.5.452

Black, I. R., & Cherrier, H. (2010). Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.337

Boggia, R.; Turrini, F.; Villa, C.; Lacapra, C.; Zunin, P.; Parodi, B. Green Extraction from Pomegranate Marcsfor the Production of Functional Foods and Cosmetics. Pharmaceuticals 2016,9, 63. https://doi.org/10.3390/ph9040063

Cervellon, M.C., Hjerth, H., Richard, S. and Carey, L. (2010), “Green in fashion? An exploratory study of national differences in consumers concern for eco-fashion”, Proceedings of 9th International Marketing Trends Conference, Venice, 20-21 January.

Cinelli, P.; Coltelli, M.B.; Signori, F.; Morganti, P.; Lazzeri, A. (2019) Cosmetic Packaging to Save the Environment: Future Perspectives. Cosmetics. https://doi.org/10.3390/cosmetics6020026

Chan, R. Y. (2001). Determinants of Chinese consumers’ green purchase behavior. Psychology and Marketing. https://doi.org/10.1002/mar.1013

Chen, F. F. (2007). Sensitivity of goodness of fit indexes to lack of measurement invariance. Structural Equation Modeling, 14(3), 464–504. https://doi.org/10.1080/10705510701301834

Chin, J.; Jiang, B.C.; Muﬁdah, I.; Persada, S.F.; Noer, B.A. (2018) The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach. Sustainability. https://doi.org/10.3390/su10113922

Chryssohoidis, G. and Krystallis, A. (2005), “Organic consumers’ personal values research: testing and validating the list of values (LOV) scale and implementing a value-based segmentation task”, Food Quality and Preference, Vol. 16 No. 7, pp. 585-599.

Chumpitaz, R. and Paparoidamis, N.G. (2004), “Service quality and marketing performance in business-to-business markets: exploring the mediating role of client satisfaction”, Managing Service Quality. https://doi.org/10.1108/09604520410528653

Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology. https://doi.org/10.1111/j.1559-1816.1998.tb01685.x

Consumer Behavior. 10th Edition by Leon Schiffman and Leslie Kanuk.

D’Souza, C., Taghian, M. and Khosla, R. (2007b), “Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 15 No. 2, pp. 69-78.

Cornelissen, G., Pandelaere, M., Warlop, K. and Dewitte, S. (2008), “Positive cueing: promoting sustainable consumer behaviour by cueing common environmental behaviours as environmental”, International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2007.06.002

Diamantopoulos, A., Schlegelmilchh, B.B., Sinkovics, R.R. and Bohlen, G.B. (2003), “Can socio demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation”, Journal of Business Research. https://doi.org/10.1016/S0148-2963(01)00241-7

Dong, X., Yang, Z., & Li, Y. (2012). Influencing factors of urban residents’ SCB. Urban Problem, 10, 55–61.

Dr. A. Ananda Kumar (2016) Factors Influencing Customers Buying Behavior. Global Journals Inc. (USA)

Eixarch, H.; Wyness, L.; Siband, M. (2019) The Regulation of Personalized Cosmetics in the EU. Cosmetics. https://doi.org/10.3390/cosmetics6020029

Ekinci, Y. and Riley, M. (2003), “An investigation of self-concept: actual and ideal self-congruence is compared in the context of service evaluation”, Journal of Retailing and Consumer Services. https://doi.org/10.1016/S0969-6989(02)00008-5

Feather, N. T. (1990). Bridging the gap between values and actions: Recent applications of the expectancy-value model. In E. Higgins, M. Tory, & R. Sorrentino (Eds.), Handbook of motivation and cognition: Foundations of social behavior (pp. 151–192). New York: Guilford Press.

Gan, C., Wee, H.Y., Ozanne, L. and Kao, T.H. (2008), “Consumers’ purchasing behaviour towards green products in New Zealand”, Innovative Marketing, Vol. 4 No. 1, pp. 93-102.

Grunert, S. and Juhl, J.H. (1995) Values, Environmental Attitudes, and Buying of Organic Foods. Journal of Economic Psychology, 16, 39-62. https://doi.org/10.1016/0167-4870(94)00034-8

Halla, N.; Fernanes, I.P.; Heleno, S.A.; Costa, P.; Boucherit-Otmani, Z.; Boucherit, K.; Rodrigues, A.E.; Ferreira, I.C.F.R.; Barreiro, M.F. Cosmetics Preservation: A Review on Present Strategies. Molecules2018,23, 1571. https://doi.org/10.3390/molecules23071571

Halder, P., Hansen, E. N., Kangas, J., & Laukkanen, T. (2020). How national culture and ethics matter in consumers’ green consumption values. Journal of Cleaner Production, 265, 121754. https://doi.org/10.1016/j.jclepro.2020.121754

Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products. Business Strategy and the Environment. https://doi.org/10.1002/bse.2545

Han, H. (2015). Travelers’ pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tourism Management. https://doi.org/10.1016/j.tour-man.2014.09.014

Heesup Han (2021). Consumer behavior and environmental sustainability in tourism and hospitality: a review of theories, concepts, and latest research. Journal of Sustainable Tourism, 29:7, 1021-1042. https://doi.org/10.1080/09669582.2021.1903019

Hee Yeon Kim, Jae‐Eun Chung (2011) Consumer purchase intention for organic personal care products. Journal of Consumer Marketing. https://doi.org/10.1108/07363761111101930

Hickie, J., Konar, E. and Tomlison, S. (2005), “Aligning CSR with power: two pragmatic strategies for transformational change”, Center for Responsible Business Working Paper Series, Paper 26.

Hillhouse, J. J., Turrisi, R., Holwiski, F. and McVeigh, S. (2000) An examination of psychological variables relevant to artiﬁcial tanning tendencies. Journal of Health Psychology in press.

Howard, J. A., et al. (1969). The Theory of Buyer Behavior. London: John Wiley and Sons, Inc.

Horvath, B.; Mallinguh, E.; Fogarassy, C. Designing Business Solutions for Plastic Waste Management toEnhance Circular Transitions in Kenya. Sustainability 2018,10, 1664. https://doi.org/10.3390/su10051664

Huppertz, T.; Weidema, B.P.; Standaert, S.; De Caevel, B.; Van Overbeke, E. (2019) The Social Cost of Sub-soil Resource Use. https://doi.org/10.3390/resources8010019

Huppertz, T.; Weidema, B.P.; Standaert, S.; De Caevel, B.; Van Overbeke, E. (2019) The Social Cost of Sub-soil Resource Use. Resources. https://doi.org/10.3390/resources8010019

Hwang, H., Jung, T. and Suh, E. (2004), “A model LTV and customer segmentation based on customer value: a case study on the wireless telecommunication industry”, Expert Systems with Applications. https://doi.org/10.1016/S0957-4174(03)00133-7

Ibtissam Benchanna, (2022) Le Maroc poursuit ses efforts pour la décarbonation de son industrie et l’utilisation de l’hydrogène vert. La Vie Eco journal

Ida E. Berger and Ruth M. Corbin (1992). Perceived Consumer Effectiveness and Faith in Others as Moderators of Environmentally Responsible Behaviors. https://www.jstor.org/stable/30000276

Ingram, R., Skinner, S. and Taylor, V. (2005), “Consumers’ evaluation of unethical marketing behaviours: the role of customer commitment”, Journal of Business Ethics. https://doi.org/10.1007/s10551-005-1899-0

Janowicz, K.; Krisnadhi, A.A.; Hu, Y.; Suh, S.; Cheatham, M.; Weidema, B.P.; Rivela, B.; Tivander, J.; Meyer, D.E.; Berg-Cross, G.; et al. A (2019) Minimal Ontology Pattern for Life Cycle Assessment Data https://www.researchgate.net/publication/281685710

Janowicz, K.; Krisnadhi, A.A.; Hu, Y.; Suh, S.; Cheatham, M.; Weidema, B.P.; Rivela, B.; Tivander, J.; Meyer, D.E.; Berg-Cross, G.; et al. A Minimal Ontology Pattern for Life Cycle Assessment Data. In Proceedings of the 6th Workshop on Ontology and Semantic Web Patterns (WOP2015) Co-located with the 14^th International Semantic Web Conference (ISWC 2015), Bethlehem, PA, USA, 11 October 2015; Available online: https://www.researchgate.net/publication/281685710 (accessed on 29 July 2019)

Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review. https://doi.org/10.1016/j.ism.2015.04.001

Juliano, C.; Magrini, G.A. Cosmetic Ingredients as Emerging Pollutants of Environmental and Health Concern. A Mini-Review. Cosmetics 2017.https://doi.org/10.3390/cosmetics4020011

Kalafatis, Robert East, Markos H. Tsogas, Michael Pollard, 1999. Green marketing and Ajzen's theory of planned behaviour: A cross-market examination. https://doi.org/10.1108/07363769910289550

Kardos, M.; Gabor, M.R.; Christache, N. Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility. Sustainability 2019,11, 873. https://doi.org/10.3390/su11030873

Kasser, T. and Kanner, A.D. (2004), Psychology and Consumer Culture, The Struggle for a Good Life in a Materialistic World, American Psychological Association, Washington D.C. https://doi.org/10.1037/10658-000

Kijjoa, A.; Sawangwong, P. Drugs and Cosmetics from the Sea. Mar. Drugs 2004,2, 73–82. https://doi.org/10.3390/md202073

Kotler P. and Keller K. (2011) “Marketing Management” (14th edition), London: Pearson Education.

Kushwah, Dhir and Sagar (2019). Ethical consumption intentions and choice behavior towards organic food. Moderation role of buying and environmental concerns. https://doi.org/10.1016/j.jclepro.2019.06.350

Leary, R. B., Vann, R. J., Mittelstaedt, J. D., Murphy, P. E., & Sherry, J. F., Jr. (2014). Changing the marketplace one behavior at a time: Perceived marketplace influence and sustainable consumption. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2013.11.004

Laroche, M., Bergeron, J. and Barbaro-Forleo, G. (2001), “Targeting consumers who are willing to pay more for environmentally friendly products”, Journal of Consumer Marketing. https://doi.org/10.1108/EUM0000000006155

Leire, C. and Thidell, A. (2005), “Product-related environmental information to guide consumer purchases - a review and analysis of research on perceptions, understanding and use among Nordic customers”, Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2004.12.004

Li, Y.; Bundeesomchok, K.; Rakotomanomana, N.; Fabiano-Tixier, A.-S.; Bott, R.; Wang, Y.; Chemat, F. Towards a Zero-Waste Bioreﬁnery Using Edible Oils as Solvents for the Green Extraction of Volatile and Non-Volatile Bioactive Compounds form Rosemary. Antioxidants 2019,8, 140. https://doi.org/10.3390/antiox8050140

Lin, Y.; Yang, S.; Hanifah, H.; Iqbal, Q. (2018) An Exploratory Study of Consumer Attitudes toward Green Cosmetics in the UK Market. Adm. Sci. (2018) https://doi.org/10.3390/admsci8040071

McWilliams, A. and Siegel, D. (2001), “Corporate social responsibility: a theory of the firm perspective”, Academy of Management Review. https://doi.org/10.5465/amr.2001.4011987

Mandese, J. (1991) New study finds green confusion. Advertising Age, 62, 1-56.

Manaktola, K. and Jauhari, V. (2007), “Exploring consumer attitude and behaviour towards green practices in the lodging industry in India”, International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/09596110710757534

Manosuthi, N., Lee, J., & Han, H. (2020). Predicting the revisit intention of volunteer tourists using the merged model between the theory of planned behavior and norm activation model. Journal of Travel & Tourism Marketing. https://doi.org/10.1080/10548408.2020.1784364

Mather, D., Knight, J. and Holdworht, D. (2005), “Pricing differentials for organic, ordinary and genetically modified food”, Journal of Product and Brand Management, Vol. 14 No. 6, pp. 387-392. https://doi.org/10.1108/10610420510624549

Marcus Garvey Orji, Bello Sabo, Muktar Y. Abubakar, Abubakar D. Usman2(2017) Impact of Personality Factors on Consumer Buying Behaviour Towards Textile Materials in South Eastern Nigeria. International Journal of Business and Economics Research. https://doi.org/10.11648/j.ijber.20170601.12

Martenson, R. (2007), “Corporate brand image, satisfaction and store loyalty: a study of the store as a brand, store brands and manufacturer brands”, International Journal of Retail & Distribution Management. https://doi.org/10.1108/09590550710755921

Mayrhofer, W., Meyer, M., Schiffinger, M. and Schmidt, A. (2008), “The influence of family responsibilities, career fields and gender on career success”, Journal of Managerial Psychology. https://doi.org/10.1108/02683940810861392

Megeirhi, H. A., Woosnam, K. M., Ribeiro, M. A., Ramkissoon, H., & Denley, T. J. (2020). Employing a value-belief-norm framework to gauge Carthage residents’ intentions to support sustainable cultural heritage tourism. Journal of Sustainable Tourism. https://doi.org/10.1080/09669582.2020.1738444

Meng, B., Chua, B., Ryu, B., & Han, H. (2020). Volunteer tourism (VT) traveler behavior: Merging norm activation model and theory of planned behavior. Journal of Sustainable Tourism. https://doi.org/10.1080/09669582.2020.1778010

Minton, E. A., Spielmann, N., Kahle, L. R., & Kim, C. (2018). The subjective norms of sustainable consumption: A cross-cultural exploration. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.12.031

Mohamed Abdellatif Abu Auf, Houcine Meddour, Oussama Saoula; Abdul Halim Abdul Majid,(2018). Consumer buying behaviour: the roles of price, motivation, perceived culture importance, and religious orientation. Journal of Business and Retail Management Research. https://doi.org/10.24052/JBRMR/V12IS04/ART-18

Molesworth & Suortti (2002). Buying cars online: The adoption of the web for high-involvement, high-cost purchases. https://doi.org/10.1002/cb.97

Nandi, Bokelmann, Gowdru, & Dias (2017). Factors Influencing Consumers’ Willingness to Pay for Organic Fruits and Vegetables: Empirical Evidence from a Consumer Survey in India. https://doi.org/10.1080/10454446.2015.1048018

Nguyen, T.T.H.; Yang, Z.; Nguyen, N.; Johnson, L.W.; Cao, T.K. (2019) Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism. https://doi.org/10.3390/su11092653

Nóra Amberg and Csaba Fogarassy (2019) Communication Green Consumer Behavior in the Cosmetics Market. http://dx.doi.org/10.3390/resources8030137

Olson, E.G. (2008) Creating an enterprise-level “green” strategy. J. Bus. Strategy. https://doi.org/10.1108/02756660810858125

Onwezen, M. C., Antonides, G., & Bartels, J. (2013). The norm activation model: An exploration of the functions of anticipated pride and guilt in pro-environmental behavior. Journal of Economic Psychology. https://doi.org/10.1016/j.joep.2013.07.005

Orji et al., 2017, Khaniwale, 2015, Noel, 2017, Al-Salamin & Al-Hassan, 2016, Mohamed Abdellatif Abu Auf et H. ,2018. Consumer buying behavior: the roles of price, motivation, perceived culture importance, and religious orientation. JBRMR Vol. 12 Issue 4.

Paladino, A. (2006), “Understanding the green consumerism: an empirical analysis”, Journal of Customer Behaviour. https://doi.org/10.1362/1475392053750306

Panda, D.; Manickam, S. Cavitation Technology—The Future of Greener Extraction Method: A Review on the Extraction of Natural Products and Process Intensiﬁcation Mechanism and Perspectives. Appl. Sci.2019,9, 766. https://doi.org/10.3390/app9040766

Peter, J.P. and Olson, J.C. (2009), Consumer Behaviour and Marketing Strategy, McGraw Hill.

Prakash, A. (2002). Green Marketing, Public Policy and Managerial Strategies. Business Strategy and the Environment. https://doi.org/10.1002/bse.338

Ramya N., Dr S.A. MOHAMED Ali (2016). Factors affecting consumer buying behavior. All Research Journal. https://www.researchgate.net/publication/316429866

Renner, G.; Audebert, F.; Burfeindt, J.; Calvet, B.; Caratas-Perifan, N.; Leal, M.E.; Gorni, R.; Long, A.;Meredith, E.; O’Sullivan,Ú.; et al. Cosmetics Europe Guidelines on the Management of Undesirable Eﬀects and Reporting of Serious Undesirable Eﬀects from Cosmetics in the European Union. Cosmetics2017,4, 1. https://doi.org/10.3390/cosmetics4010001

Rios, F.J.M., Martinez, T.T.L., Moreno, F.F. and Soriano, P.C. (2006), “Improving attitudes toward brands with environmental associations: an experimental approach”, Journal of Consumer Marketing, Vol. 2 No. 31, pp. 26-33.

Robertson, J., Fieldman, G. and Hussey, T. (2008), “Who wears cosmetics? Individual differences and their relationship with cosmetic usage”, Individual Differences Research, Vol. 6 No. 1, pp. 38-56.

Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M.K. (2006), Consumer Behaviour, A European Perspective, 3rd ed., Pearson Education, Essex.

Rokeach, M. (1973). The nature of human values.

S. Ram, Jagdish N. Sheth (1989). Consumer Resistance to Innovations: The Marketing Problem and its solutions. https://doi.org/10.1108/EUM0000000002542

Sarigöllü, E. (2009), “A cross-country exploration of environmental attitudes”, Environment and Behaviour. https://doi.org/10.1177/0013916507313920

Semenzato, A.; Costantini, A.; Meloni, M.; Maramaldi, G.; Meneghin, M.; Baratto, G. Formulating O/W Emulsions with Plant-Based Actives: A Stability Challenge for an Eﬀective Product. Cosmetics2018,5, 59 https://doi.org/10.3390/cosmetics5040059

Sharmila Pudaruth, Thanika Devi Juwaheer, Yogini Devi Seewoo (2015) Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: a study of female customers. https://doi.org/10.1108/SRJ-04-2013-0049

Schiffman, Kanuk (2008). Consumer Behavior.

Schwartz, S. H., & Bilsky, W. (1987). Toward a universal psychological structure of human values. Journal of Personality and Social Psychology, 53, 550.

Singh, A., & Verma, P. (2017). Factors influencing Indian consumers’ actual buying behavior towards organic food products. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2017.08.106

Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behaviour: An integrative review and research agenda. Journal of Environmental Psychology. https://doi.org/10.1016/j.jenvp.2008.10.004

Sustainability Continues to gain Momentum among Southeast Asian Consumers. Available online: https://www.nielsen.com/id/en/press-room/2015/SUSTAINABILITY-CONTINUES-TO-GAIN-MOMENTUM-AMONG-SOUTHEAST-ASIAN-CONSUMERS.html (accessed on 22 October 2015).

The Benefits of an Environmentally Friendly Business. Available online: https://www.business.qld.gov.au/running-business/environment/environment-business/benefits (accessed on 1 September 2014).

Todd, A.M. (2004), “The aesthetic turn in green marketing”, Ethics & The Environment. https://doi.org/10.2979/ETE.2004.9.2.86

Tsakiridou, E., Boutsouki, C., Zotos, Y. and Mattas, K. (2008), “Attitudes and behavior towards organic products: an exploratory study”, International Journal of Retail & Distribution Management. https://doi.org/10.1108/09590550810853093

Tungmunnithum, D.; Garros, L.; Drouet, S.; Renouard, S.; Lainé, E.; Hano, C. Green Ultrasound Assisted Extraction of trans Rosmarinic Acid from Plectranthus scutellarioides (L.) R.Br. Leaves. Plants2019,8, 50. https://doi.org/10.3390/plants8030050

Turner, B. (2008), The Body and Society, 3rd ed., Sage, London.

Vermeir and Verbeke, 2006. Sustainable food consumption: Exploring the consumer attitude-behaviour gap. [Researchgate]

Ven Sriram, Andrew M. Forman (1993). The Relative Importance of Products′ Environmental Attributes: A Cross‐cultural Comparison. https://doi.org/10.1108/02651339310040670

Voss, K.E., Spangenberg, E.R. and Grohmann, B. (2003), “Measuring the hedonic and utilitarian dimensions of consumer attitude”, Journal of Marketing Research. https://doi.org/10.1509/jmkr.40.3.310.19238

Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426–436. https://doi.org/10.1016/j.jclepro.2018.01.250

Wang, J.; Pan, L.; Wu, S.; Lu, L.; Xu, Y.; Zhu, Y.; Guo, M.; Zhuang, S. Recent Advances on Endocrine Disrupting Eﬀects of UV Filters. Int. J. Environ. Res. Public Health 2016,13, 782. https://doi.org/10.3390/ijerph13080782

Wouter Poortinga, Linda Steg, Charles Vlek, 2004. Values, Environmental Concern, and Environmental BehaviorA Study into Household Energy Use. https://doi.org/10.1177/0013916503251466

Yiridoe, E.K., Bonti-Ankomah, S. and Martin, R.C. (2005), “Comparison of consumer perceptions and preferences toward organic versus conventionally produced foods: a review and update of the literature”, Renewable Agriculture and Food Systems. https://doi.org/10.1079/RAF2005113

Zanoli, R. and Naspetti, S. (2002), “Consumer motivations in the purchase of organic food. A m

Variable	N=100	Percent %	Cumulative percent
Respondents’ income
<5000 MAD	24	24%	24
>5000 MAD	76	76%	100
Respondents’ age
18 to 30 y/o	80	80%	80
30+ y/o	20	20%	100

Moroccan consumers purchasing behaviors toward the sustainability of cosmetics today

Abstract

Introduction

Methodology

Literature Review

Data Collection

Discussion

Limitations

Conclusion

References

Declarations