The great and green cosmetic choice : A quantitative study explaining behavioral intentions behind purchasing green cosmetic products.

Abstract: Purpose - The purpose of this thesis is to explain the impacts of attitude, subjective normsand perceived behavioral control on Swedish consumers' intentions to purchase greencosmetics.Methodology - This thesis utilizes a multiple regression analysis based on an onlineself-completion questionnaire with respondents inside the sampling frame of SwedishMillennials and generation z consumers.Results - This thesis provides an understanding that Attitude, Subjective Norm and Perceivedbehavioral control can positively impact green cosmetic purchase intention.Originality / value - Testing the model of TPB as previously applied in green cosmeticconsumption research, in a greener highly competitive growing market of Swedish personalcare products.