A Conceptual Framework of Environmental Awareness and Green Perceived Value in Predicting Green Purchase Behavior: A Focus on Organic Cosmetic Consumers

Abstract

This conceptual paper explores the relationship between environmental awareness and green perceived value in influencing green purchase behavior, particularly among organic cosmetic consumers. As environmental concerns increase and consumer awareness of sustainability grows, understanding the motivations behind eco-friendly purchasing decisions is crucial. Environmental awareness refers to consumers' knowledge and concern about environmental issues, while green perceived value captures their overall evaluation of eco-friendly products in terms of benefits relative to cost. This study proposes a conceptual framework where environmental awareness directly influences green purchase behavior and also affects it indirectly through green perceived value. The framework emphasizes the mediating role of green perceived value, contributing to the understanding of green consumer behavior, especially in the organic cosmetics market. Practical implications for marketers include highlighting environmental benefits and aligning product features with consumer values. Future research should empirically test the model across different consumer demographics to validate its generalizability and applicability in various markets.