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

have been no studies that particularly looked at these six factors (Perceived Product Benefits, Environmental concern, Green Trust, Packaging, Sales Promotions, and Peer Influences) to investigate customers' impulse buying tendencies for green beauty products as a group. As a result, there is a genuine empirical gap in the literature in this field. IV. C onceptual F ramework Impulse buying is a prevalent aspect of consumer behavior, accounting for a substantial proportion of sales across variou s product varieties (Chowdhury & Mehjabeen, 2021). Over the years, although the impulse purchasing phenomenon has caused research interest, it is since the 1980s, that researchers have related impulse purchases with a focus on co nsumer chara cteristics, traits, and behavioral dimensions (Stern, 1962). Figure 1: The Study’s Conceptual Framework a) Perceived Product Benefits Product benefits are the values customers get by using a product to satisfy their needs minus associated costs. Many businesses are searching for methods to "fine-tune" their product mix with preserving diversity and unique products (Grocer, 2011). Some marketers now portray their go ods as being healthy (Bublitz & Peracchio, 2015). Thus, humans have a tendency toward utilizing and purchasing products that are natural and organic. Customers have a positive attitude toward the desire to buy green cosmetics, as well as a positive perception of the environment. (Nguyen et al., 2019). Therefore, the study’s first hypothesis is: H1: Perceived Product Benefits are Positively Associated with Impulse Purchase of Green Beauty Products. b) Environmental Concern Individuals concerned about the environment tend to focus more on the ingredients in products and the production method (Nguyen et al., 2019). Due to their non-toxicity and ease of decomposition, green cosmetics are viewed as environmentally beneficial goods (Van Loo, Diem, Pieniak, & Verbeke, 2013). To foster green consumeri sm, environmental co ncern is therefore considered as the first step. Ecological awareness is a fundamental step that leads to the purcha sing of natural items with the aim of environmental protection (Smith & Paladino, 2010). Consumer attitudes about purchasing and repurchasing 37 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 H1 H2 H3 H4 H5 H6 Perceived Product Benefits Green Trust Environmental Concern t Sales Promotions Packaging Peer Influences Impulse Purchase Behavior organic cosmetic goods are positively influenced by environmental concerns. In sum we can hypothesize follows: