Author - Abrar GHAITH

The recent environmental issues the world has been experiencing recently have increased the awareness of consumers of the necessity of a sustainable consumption pattern to preserve the natural environment. Therefore, green consumption has increased, and companies needed to respond to the rising demand for green products by offering a wider selection of environment-friendly products for green consumers. This article aims to study the purchasing intention of green cosmetics in the case of female student consumers in Hungary. The paper extended the theory of planned behavior by including perceived quality and environmental concern as factors that influence the attitude of consumers towards green cosmetics. This research also takes into consideration the effect of subjective norms on the purchasing intention of green cosmetics. The study employs a quantitative study conducted in Hungary in December 2021 (n = 200). The data was analyzed using PLS-SEM to assess the proposed hypotheses. The...