Determining the factors affecting consumers' intention to purchase green cosmetics

The environmental awareness that has developed in the world in recent years has increased the interest and activities for environmentally friendly products and environmental problems have led to differences in the purchasing intentions of consumers. Today, brands carry out their marketing activities through social media platforms in order to make their environmentally friendly products permanent in the minds of consumers. In this context, brands have started to use Instagram phenomena for product and service advertisements on Instagram platform, which is one of the biggest social media platforms that attract the attention of consumers. In this context, it is important to investigate the attitude towards environmentally friendly products and purchase intention in the context of Instagram influencers. The aim of this research is to determine the factors affecting consumers' intention to purchase environmentally friendly products. In the research, 347 individuals over the age of 18 who use cosmetic products in Turkey were surveyed using relational survey model. As a result of the study, it is seen that phenomenon attractiveness and phenomenon congruence positively affect the attitude towards green cosmetics; phenomenon credibility does not significantly affect the attitude towards green cosmetics. According to the other results of the study, brand awareness, brand associations and loyalty, brand quality and reliability positively affect brand equity, and brand equity positively affects the intention to purchase green cosmetics. In this context, it is seen that attitude towards green cosmetics positively affects the intention to purchase green cosmetics.