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

Table 6: Hypotheses Test Results Hypothesis Coefficients ( β ) Sample Mean (M) Standard Deviation (STDEV) T Statistics P Values Significant PB - > IBB 0.152 0.155 0.073 2.072 0.039 Significant EC - > IBB 0.304 0.307 0.077 3.920 0.000 Significant GT - > IBB -0.013 -0.002 0.045 0.297 0.766 Not Significant PCK - > IBB -0.042 -0.049 0.039 1.076 0.283 Not Significant SP - > IBB 0.176 0.174 0.051 3.428 0.001 Significant PI - > IBB 0.348 0.344 0.078 4.481 0.000 Significant Note: T- Statistics and P-Values The results of the first hypothesis test, which are shown in Table 6, show that consumer impulse purchases of green beauty products are strongly influenced by the perceived benefits of the product ( β = 0.152, t-value =2.072; p-value =0.039; p-value is less than .05). H1 is consequently approved. Table 6 further shows that customers' environmental concerns have a significant impact on their spontaneous purchases of green beauty products ( β = 0.304, t-value = 3.920; p- value =0.000; p- value is less than .05). Therefore, H2 is approved. It may be said that H3 is disapproved based on the findings of the H3 test, which show that green trust has a negative relationship with impulsive purchases of green beauty goods with a value of ( β = - 0.013; t-value= 0.297; p-value=0.766, p- value is greater than .05),H4 is likewise rejected based on the results of the test, which show that product packaging had no effect on customers' impulse purchases of green beauty products ( β = -0.042, t-value= 1.076 ; p- value=0.283, p-value is greater than.05). Based on the findings, ( β = 0.176, t-value= 3.428; p-value= 0.001, p- value is less than.05) which are shown in Table 6 and demonstrate that sales promotions offered by marketers’ impact customers' impulsive purchasing behavior regarding green cosmetics, the H5 is also accepted. The findings of the H6 test, which are shown in Table 6, indicate that peer influence is positively associated with customers' impulse purchases of green cosmetics with the value of ( β = 0.348, t-value=4.481; p- value=.000, p-value is less than.05).Accordingly, H6 is also accepted. VII. R esult and D iscussion The current study exhibits factors impacting consumer impulse purchase regarding green beauty products at various superstores/ retail chains or supermarkets in Bangladesh's central region. The result of the first hypothesis test in this study shows that consumer impulse purchases of green beauty products are strongly influenced by the perceived benefits of the product (p-value<0.05) (Table 6), which is also supported by other studies (Nguyen et al., 2019). Therefore, the advantages green cosmetics provide for users influence impulsive purchasing significantly. Marketers must concentrate on creating product values. The second hypothesis confirms that customers' environmental concerns have a significant impact on their spontaneous purchases of green beauty products (p-value<0.05), which is also supported by (Van Loo et al., 2013) . As the prevalence of impulse purchases rises, marketers are focusing heavily on environmental concerns. Marketing professionals should implement initiatives to raise environmental awareness. The third and fourth hypotheses show contradictory findings that green trust has a negative relationship with impulsive purchases of green beauty goods (p>.005) and product packaging did not affect customers' impulse purchases of green beauty products (p>.005). This finding contradicts earlier research (Tarabieh, 2021) and (Mubarak, 2020) . Considering these findings, we can say people in Bangladesh are less trusting of green cosmetics. Marketers must reflect carefully on how to boost consumer confidence in sustainable and environmental cosmetics. The fifth hypothesis confirms that sales promotions offered by marketers’ impact customers' impulsive purchasing behavior regarding green cosmetics. The result is also supported by previous studies (Nagadeepa et al., 2015). Marketers must provide consumers with time-worthy sales promotions. The sixth hypothesis shows that peer influence is positively associated with customers' impulse purchases of green cosmetics, which is also supported by (J. E. Kim & Kim, 2012) . Retail marketers must develop a pleasant shopping environment for customers so that more people can travel together and influence one another. 43 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