Barriers Preventing Chinese Male Consumers from Purchasing Green Beauty Products

Abstract: Thesis purpose: The purpose of this research is to investigate the barriers to purchasing green beauty products in the Chinese male beauty market, and analyze how ethical concerns moderate the influence of these barriers on purchase intention. Methodology: This study utilized a cross-sectional research design and a quantitative methodology to investigate the association between barriers and Chinese males' purchase intention of eco-friendly beauty products. Data was collected through an online survey of 321 Chinese male consumers aged 18-54 and analyzed using SPSS software. Theoretical perspective: This research expands the innovation resistance theory by incorporating ethical concerns as a moderating variable. It considers the moral and ethical aspects of consumers' decision-making processes, broadening the scope of the theory. Additionally, the study contributes to the literature on ethical consumption. Findings: The results indicate that all identified barriers (usage barrier, value barrier, risk barrier, traditional barrier, and image barrier) have a negative effect on the purchase intention of green beauty products. However, a lower level of ethical concern among consumers can further exacerbate the negative effects of these barriers. This finding highlights the moderating role of ethical concern and suggests that promoting ethical awareness could effectively drive the adoption of green beauty products. Practical Implications: The findings of this study provide valuable insights for businesses and policymakers in addressing the barriers to purchasing green beauty products in the Chinese male beauty market. By promoting ethical awareness and addressing the identified barriers, businesses can stimulate green purchasing behaviors and contribute to sustainable development within the Chinese beauty industry.