Factors affecting the purchasing decisions of female office workers regarding eco-friendly skin care products: A proposed research model
Published: July 29, 2026
Abstract
This study proposed a research model that highlights the key factors affecting purchasing decisions of female office workers regarding eco-friendly skin care products. The study reviewed previous research and used the Theory of Planned Behavior and Theory of Reasoned Action. This study looked at attitudes, subjective norms, perceived behavioral control, brand perception, environmental awareness, health consciousness, and product quality. The study’s comprehensive model provided valuable insights into the drivers behind "green" skincare product purchases and made practical recommendations for businesses to optimize their strategies and better meet the demand of female office workers for eco-friendly skincare products.
Keywords
purchasing decisiongreen skin care producteco-friendly cosmetics
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