This study analyses current trends and visualizes the importance of green cosmetics in modern consumers' mindsets to instrument and validate a scale for tracking their purchase behaviour. A TPB-based conceptual model is proposed. Personal (psychological) elements affecting green purchase behaviour were found and scaled. For 430 responses, factor analysis (EFA and CFA) and SEM verified the scale and relationships. All TPB components except environmental concern and knowledge were validated by the study. The study provides a holistic assessment of existing viewpoints on consumer purchase behaviour of green cosmetics and validates the scale for future studies in India. A more diversified and large sample size would have improved the study's results.
Upadhyaya et al. (Thu,) studied this question.