Saudi females' buying behavior of green cosmetics: A pertinent motivational aspect

The study investigates which group of Saudi females are more conscious about buying green cosmetic products. It also analyses the relationship between motivational factors (MF), purchase preferences (PP), and tendency towards heath consciousness (THC) in green cosmetic products. A model was developed to understand the influence of independent variables on the dependent variable. MF, PP, and THC were considered as independent variables and purchase of green cosmetic products as dependent variable. A survey was conducted using a survey questionnaire and collected data from 318 Saudi women under three major segments (university students, working women, and non-working women) belonging to various provinces in Saudi Arabia. Multiple regressions in SPSS software were used to analyze the collected data. While the students do not have a significant purchasing capability, housewives lack an informed purchasing decision. However, only the working women are potentially motivated with fair health consciousness and consideration to purchase the green cosmetics. This paper provides an insight for retailers, wholesalers, manufacturers’ green cosmetic industry, policymakers, whole cosmetic industry, and other stakeholders.