Abstract
Consumers are becoming environmentally conscious and most of them have moved away from traditional cosmetics and have developed a very strong inclination towards using green cosmetics, thus favouring a rapid shift toward sustainable self-care practices. These products have minimal environmental impact and are mainly made up of natural ingredients. The present study examines the influence of factors, namely environmental concerns, subjective norms, health benefits and perceived quality, on young adult women's purchase intention when buying green cosmetics. The theory of planned behaviour is the underpinning theoretical backing for the study. A structured questionnaire was distributed among young adult women using a convenience sampling technique. The findings revealed environmental concern as the most significant predictor of purchase intention. Health benefits as well as perceived quality of green cosmetics had a significant relationship, while subjective norms exhibited a positive but marginal impact. There are valuable insights for manufacturers who intend to reinforce the purchase of green cosmetic products. They have to uphold environmentally responsible practices and use natural and safe ingredients while manufacturing them. Policymakers must ensure that there are credible health-related claims as well as rigid quality norms assured. Consumer adoption can widen with better social networks and peer recommendations. Thus, the findings enable an understanding of the dynamics that permit the positioning of green cosmetics to enhance the purchase intention of young adult women.