Unraveling green personal care: Exploring the shift in consumer values and stages of change toward green consumption

Marta Szaban*, Andrzej Szymkowiak, Marjolein C. J. Caniëls

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review


The personal care market has seen a significant increase in environmentally-conscious or “green” products, driven by a heightened sensitivity to environmental issues. In this study, we broaden the scope of the Theory of Planned Behavior (TPB) by including constructs related to health consciousness (HC), concern with personal appearance (CPA), and environmental product value (EPV). Our research explores the complex relationship between purchase intention (PI) and the various stages of change (SOC) associated with the consumption of products in the green category. The investigation examines the unique factors that combine attitudes and intentions while simultaneously analyzing the socio-demographic influences on the progressive stages of behavioral change. By employing techniques such as structural equation modeling and variance analysis on an extensive dataset collected from 679 participants, our findings reveal a positive correlation between PI and the SOC. Notably, aspects of HC, CPA, and the EPV significantly influence attitudes toward green personal care products (GPCPs). The conclusions drawn from this study resonate with deep theoretical implications and simultaneously provide a substantial and practical framework for commercial enterprises.
Original languageEnglish
Pages (from-to)45-64
Number of pages20
JournalGlobal Business and Organizational Excellence
Issue number4
Early online date5 Dec 2023
Publication statusPublished - 1 May 2024


Dive into the research topics of 'Unraveling green personal care: Exploring the shift in consumer values and stages of change toward green consumption'. Together they form a unique fingerprint.

Cite this