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

items, a sign that the trend toward conscious purchasing is growing. (Driessen, Hillebrand, Kok, & Verhallen, 2013) . Therefore, we can generate the study research questions as follows: RQ1: What Factors do Contribute to Impulse Buying Regarding Green Beauty Products? RQ2: What Considerations should Marketers Consider when Developing Tactics for Impulse Purchases of Green Beauty Products? The objective of this study is to identify and rank the determinants affecting customers' impulse purchases of green beauty products. In addition, this paper also aims to discover the degree of influence of factors to impulse buying of green cosmetics in Dhaka City. II. L iterature R eview An impulse purchase is a rising idea that is crucial to boosting sales, particularly in supermarkets. In this competitive era, businesses must comprehend consumer behavior (Akyuz, 2018) . Impulse shopping is defined as shopping for products or items without making a list before visiting a store (Talukdar & Lindsey, 2013) .When buyers have an unexpected, frequently strong need to buy something instantly, which is known as impulse buying. To comprehend the elements affecting impulse purchases, academic researchers and professionals have performed several studies (Lim & Yazdanifard, 2015) . A variety of factors, including consumer characteristics, shopping experience, environmental factors, and cultural factors, have positive impact on impulsive shoppers (Muruganantham & Consumers may prefer sustainable products because they perceive products with green attributes to be more effective than conventional alternatives. Due to the importance of green characteristics in evaluating the overall performance of products, there exist numerous studies exploring the role of such characteristics in affecting consumer preferences as well as purchase intention (Luchs & Kumar, 2017) . Consumers have positive sentiments about environmentally friendly items and even report being willing to pay more for them since moral behavior benefits everyone in society (Berger, 2019) . Humans have a tendency toward utilizing and purchasing products that are natural and organic, such as food, clothing, and toiletries. Product attributes are associated with a consumer's propensity to make an unplanned buy during grocery shopping and retail characteristics. Products with comprehensive label explanations and nutritional value are more well-liked by impulsive consumers (Kozup, Creyer, & Burton, 2003). Customers have positive attitude toward the desire to purchase organic cosmetics. Additionally, consumer awareness, product knowledge, safety considerations, and environmental protection consciousness all play significant roles in influencing consumers' favorable attitudes toward green cosmetics (Nguyen et al., 2019) . Due to their lack of toxins and ease of decomposition, green beauty products are viewed as environmentally beneficial items (Wu, Zhou, & Chien, 2019) . To develop organic consumption, environmental concern is therefore seen as the first step. Green cosmetic goods are more likely to be bought immediately and repeatedly by consumers whose attitudes are positively influenced by environmental concerns (Nguyen et al., 2019) . A significant factor influencing purchasing behavior is the consumer's level of trust in eco-brands (Sewwandi & Dinesha, 2022) . A vital indicator for the intention to buy green goods is the green trust (Tarabieh, 2021) .Furthermore the packaging has a significant influence on the consumer's choice to buy (Cahyorini & Rusfian, 2012) . Consumer purchasing behavior is also influenced by promotional tactics, including discounts, gifts, coupons, different schemes, price promotions, loyalty programs, gift packages, competitions, and prize packs. Sales promotion uses many incentive tactics, most of which are short-term, to encourage customers and, or retailers to complete their purchases faster or to make more sales (Kotler & Armstrong, 2010) . On the other sides, the likelihood of purchase can also rise when several people are present (Luo, 2004) . For instance, people tend to make more purchases in a group. Peer influence is significant in explaining green behavior, according to research on green purchasing (Khare, 2015) . Consumers' impulsiveness toward green beauty products is high not only in Bangladesh but also worldwide. Green products are becoming more popular, and demand for them is expanding. The main factors driving spontaneous purchases of green cosmetics include product benefits, pricing value, promotions, and health benefits. Considering the current situation, this research is crucial for both green cosmetics manufacturers and retailers to understand the elements that influence consumers' impulse buying behavior. III. R esearch G ap This study is crucial for both companies that manufacture green beauty products and retailers that sell them to consumers. Even though there have been numerous studies in this field, most of the study has concentrated on impulse purchases of foods, groceries, clothing, and other consumer goods rather than green beauty products. Additionally, we also identified gaps in the conceptual frameworks of several studies. There 36 Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E © 2022 Global Journals Determinants Impacting Impulse Buying of Green Beauty Products Bhakat, 2013) . Once more, the shopper's unplanned purchasing behavior is inspired by a various variable that may be connected to the retail setting, customer characteristics, product features, diverse demographic, and sociocultural dimensions.