REVIEW article
Front. Sustain.
Sec. Sustainable Consumption
Volume 6 - 2025 | doi: 10.3389/frsus.2025.1617779
Evolution of Consumer Perceptions and Intentions in the Green Cosmetics Market: A Thematic and Trend Analysis
Provisionally accepted
- 1Graphic Era University, Dehradun, India
- 2Taylor's University, Subang Jaya, Selangor Darul Ehsan, Malaysia
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This study examines the evolving research landscape on consumer perceptions and intentions toward green cosmetics, highlighting significant trends and thematic developments. Additionally, it also emphasizes the need to use digital space to amplify the consumers' awareness level. Guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework, this review combines synthesizes bibliometric analysis and systematic review, highlighting selected research studies by discussing the moderating variables that may affect purchase intent for green cosmetics. A favourable attitude towards green cosmetics is, however, accompanied by a large 'green purchasing gap' whereby green purchasing intentions do not necessarily translate to actual purchases. Thematic cluster further underscores the critical role of psychological and behavioural factors, such as attitudes toward sustainability and perceived product quality, in influencing purchase intentions. This review uncovers key thematic trends of consumer perceptions and intentions towards green cosmetics. It fills a gap by pointing to a persistent 'green purchasing gap' and that people's psychological and behavioural factors make a palpable difference in purchase behaviour. This analysis distinctively associates the bibliometric and systematic lenses to clarify the persistent 'green purchasing gap' using both macro trends and behavioural constructs.
Keywords: Green purchase behaviour, Organic personal care products, Organic cosmetic, Theory of Planned Behaviour, Natural Cosmetics
Received: 24 Apr 2025; Accepted: 23 Jul 2025.
Copyright: © 2025 Dwivedi, Gupta and Sayal. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Anu Sayal, Taylor's University, Subang Jaya, 47500, Selangor Darul Ehsan, Malaysia
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.