What are the determinants of the purchase intention of green cosmetics by L'Oreal in Saudi Arabia and the United Kingdom?

Abstract

Executive Summary This study aims to examine the determinants of the purchase intentions for green cosmetics. Split to consider consumers in both Saudi Arabia and the UK, the study can also showcase cultural differences, if any. As interest from consumers in sustainability increases; the opportunity for beauty businesses to differentiate themselves in a crowded, competitive marketplace with a focus on 'green' cosmetics is obvious. A better understanding of what drives purchase intention will be useful to L'Oreal and other beauty businesses when making choices about product development, investments, and marketing.