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Analysis reveals positive effects of environmental concern on knowledge and attitude in green beauty product consumers, indicating mediation by knowledge.
This article analyzes the influence of environmental concern and environmental knowledge on environmental attitude among green beauty product consumers, considering the mediation role of environmental knowledge in the relationship between environmental concern and environmental attitude. Primary data were collected in 2023 from a sample of 500 South African consumers and analyzed using structural equation modeling. Results confirmed the positive influence of consumer-perceived ethicality and self-transcendence on environmental concerns. Findings are also positive regarding the influence of environmental concern on environmental knowledge and attitude. Environmental knowledge has positive and direct effects on environmental attitude, while it also partially mediates the relationship between environmental concern and attitude. However, green beauty product awareness and trust do not influence environmental concerns. This research provides a novel perspective on environmental attitudes among green beauty product consumers, utilizing a robust sample and analytical approach to enhance the reliability and validity of the findings.
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Prado et al. (2025) studied this question.
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