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

H2: Environmental Concern is Positively Associated with Impulse Purchase of Green Beauty Products. c) Green Trust The best way to define trust is as "the ordinary person's willingness to believe in the product's capacity to achieve its purpose"(Chaudhuri & Holbrook, 2001). Trust suggests that customers are inclined to think favorably of the product. When evaluating trust in an air of expectation, the buy er wants to believe that the item is knowledgeable, responsible, and fair (Tarabieh, 2021). Trust is a psychological condition characterized by a willingness to embrace receptivity and a focus on constructive intentions (Foroudi, Nazari an, & Aziz, 2020) . The definition of "green trust" is "a desire to rely on a commodity as a result of expectations regarding its environmental friendl iness attributes"(Chen, 2010) . Furthermore there is a strong correlation between the intention to make green purchases and green trust (Tarabieh, 2021). Therefore, our third hyp othesis is: H3: Green Trust is Positively Associated with Impulse Purchase of Gre en Beauty Products. d) Packaging Product marketing and distribution depend on packaging in many ways. According to (Deng, 2009). Customers scrutinize the packaging of food products, and it has been found that there is a direct link between packaging and consumer buying inten t. Additionally , there was a clear association between packaging, customer loyalty, and buyer desire to make an instant buy (Khraim, 2011).The shopper's buying decision at the time of sale is significantly influenced by packaging design. It has been demonstrated that consumers' jud gments of the product's visual heaviness are influenced by where the product image is placed on a package front. The impacts of package form on volume perception, packaging preference, choice, and consumption have recently been the focus of marketing researchers (Deng, 2009). In summary, the study’s fourth hypothesis is: H4: Packagi ng is Positive ly Associated with Impulse Purchase of Green Beauty P roducts. e) Sales Promotion A strategy that acts as a direct enticement is sales promotion, providing customers, salespeople, or resellers with additional benefits or incentives for a product (Nagadeepa, Selvi, & Pushpa, 2015). Sales promotions have a favorable impact on consumer behavior (Kotler & Armstrong, 2010). When superma rkets offer discounts and promotio ns, it becomes more affordable for customers. Products offered at a discounted price are incorporated in sales promotions during events and activities (Nagadeepa, Selvi, & Pushpa, 2015). H5: Sales Promotion is Positively Associated with Impulse Purchase of Green Beauty Products. f) Peer Influence Peer effects, as it is commonly called in the research on economics and marketing, is a general phrase that illustrates how an individual's views, values, or behaviors are impacted by those of others in their peer group (Hernández-Julián & Peters, 2018). Shopping with friends increases shoppers’ willingness to purchase. T he likelihood of buying a product rises by more than 60% due to peer influence (Bapna & Umyarov, 2015). According to research, a shopper's relationships with their companions ca n have a substantial impa ct on their decision to make a green buy (Y. A. Kim & Srivastava, 2007). Therefore, the study’s last hypothesis is: H6: Peer Influence is Positively Associated with Impulse Purchase of Green Beauty Products. V. R esearch M ethodology The present research has conducted to identify the factors affectingimpulsepurchasing of green beauty products in Dhaka City. The study used a quantitative research approach. The population in this study were all customers in Dhaka who purchase green beauty products from various superstores, retail chains, shopping malls, and departmental stores. A simple random sampling technique is used to collect data. This research uses a research sample that amounted to 214 respondents. Any sample size greater than 200 is adequate for a practical data analysis (Hoe, 2008). For a sophisticated path model, 200 samples or even more are desirable (Kline & Rosenberg , 2010). A self- administrated structured questionnaire was provided to the respondent s. All the constructs were meas ured by 5 points Likert scale (1- Strongly Disagree, 2 – Disagree, 3 – Neutral, 4 – Agree, 5 – Strongly Agree). 38 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