Decoding men’s behavioral responses toward green cosmetics: an investigation based on the belief decomposition approach

Due to changes in global trends, men’s grooming behavior in relation to their appearance is deemed one of the drivers in the rising popularity of men’s cosmetic products. Unlike previous studies, this study focused on men and aimed to examine the determinants of consumers’ intentions toward buying green cosmetic products by using the belief decomposition approach (BDA) of the theory of planned behavior (TPB). Purposive sampling was employed and 322 valid responses were collected. A PLS-SEM was employed to test the hypotheses. The results demonstrate that attitude (ATT), subjective norm (SN), and perceived behavior control (PBC) positively influence consumers’ intentions. Similarly, nutritional content, health consciousness, and environmental consciousness are positively associated with ATT, but animal welfare has an insignificant association with ATT. In addition, mass media and family influence are positively associated with SN. Moreover, self-efficacy positively influences PBC, but facilitating conditions have an insignificant association with PBC.