Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 3

Determinants Impacting Impulse Buying of Green Beauty Products Takrima Jannat Author: Lecturer, Department of Business Administrati on in Marketing Faculty of Business Studies Bangladesh University of Professionals. e-mails: xtakrima@gmail.com, takrima.jannat@bup.edu.bd Abstract- In Bangladesh growing environmental consciousness has caused a substantial shift in the green product market during the past few years. Today's consumers are "thinking green" and are prepared to pay more for ecologically friendly goods. Impulse buying is one of the many diverse purchasing habits that consumers have. Impulse purchase or buy is any unplanned purchase made by a consumer. The research aims to discover and analyze the elements that influence consumers' impulsive purchases of green beauty products. The researched constructs were adjusted and confirmed by exploratory and confirmatory factor analyses. With the help of the statistical program Smart PLS 2.0, the study’s paradigm was applied to the perspectives of 214 respondents in the city of Dhaka. According to the study's findings, perceived product benefits, environmental concerns, sales promotion, and peer pressure are all significantly positively associated with impulsive purchase behavior. Surprisingly, however, the notion of green trust and packaging has shown adverse effects. The study’s result also assists past research studies in this field by validating the findings. The study will also aid green cosmetics marketers in creating successful marketing strategies by enabling them to understand better regarding many factors influencing consumers' perceptions and impulsive purchasing behavior. Keywords: impulse buying, green beauty products, green perceived value and green trust. I. I ntroduction samples, and existing products. A lot of factors are responsible for impulse buying. Today, the majority of decisions regarding purchases are produced at the time of sale (around 70%) (Heilman, Nakamoto, & Rao, 2002) . Bangladesh has been developing considerably quicker recently, with an average annual GDP growth of more than 6.0 percent ($2,948 in 2013 in terms of PPP- adjusted GDP per person). The country's consumer behavior pattern has changed because of increased urbanization, rising family income, rising employment of women, and foreign direct investment (FDI) inflow. Bangladeshi consumers are more inclined to be willing to make purchases (Munir, Muehlstein, & Nauhbar, 2015) . Products that are used to enhance and improve one's appearance are known as green cosmetics/beauty products. Due to their greater availability and lack of side effects, herbal substances are preferred over chemical ones (Kaur, Singh, Singh, & Kaur, 2021). Powders, creams, face packs, moisturizers, lotions, shampoo, hair oils, hair conditioners, nail paint, and other items fall under the category of beauty products. Green products routinely feature environmental attributes, which are beneficial to humanity and the planet (Usrey, Palihawadana, Saridakis, & Theotokis, 2020) .These green beauty products captivate and arouse the curiosity of both male and female consumers. The market for skin care products in Bangladesh is anticipated to improve from $1.23 billion (in the year2020) to $2.12 billion in 2027, with an average yearly rate of 8.1 percent between 2021 and 2027. The market for skin care products will gain $960 million in revenue between 2020 and 2027. "Meena Herbal" (a derivative of Bengal Herbal Garden Limited of Gemcon Group) was released in the market in 2007. In 2016, Neem Laboratories (Pvt.) introduced "Neem Original," which ACI acquired, and "Lever Ayush" by Unilever Bangladesh, which was launched in late 2018. The most recent release of "Aarong Earth" from Aarong, a brand owned by BRAC Bangladesh, with the motto "Come Back to Nature," confirms the sector's enormous potential. In compliance with global sustainable development trends, an environmental movement is underway in the current consumer market. Conscious customers are choosing more ecologically friendly 35 Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E © 2022 Global Journals angladesh has experienced a significant change in the market for green products over the past few years because of growing environmental awareness. Both customers' attitudes about desire to buy organic cosmetics and their opinions of the natural goods are favorable(Nguyen, Nguyen, & Vo, 2019). Organic skin care products have grown in popularity in Bangladesh as customers have become more aware of the benefits of se lf-care. Today's consumers are "thinking green" and are prepared to pay more for ecologically friendly beauty products. Knowing how customers behave is one of the critical goals for every organizational successes in today's challenging business market (Mubarak, 2020). Impulse buying is a fundamental consumer trait to research. Any purchase done on the spur of the moment is referred to as sudden and is un expected and im mediate (Chowdhury, 2020). Impulsive purchases might include everything from new products (both conventional and organic) to B