Published Paper Details:

The market for eco-friendly cosmetics has grown significantly in the last few years. Concurrently, there has been a rise in scholarly interest in the topic. However, the information is inconsistent overall. Despite the growing corpus of literature, no thorough compilation and integration of empirical research examining the variables associated with green cosmetics purchase behaviour (GCPB) has been carried out. This study makes an effort to close this gap. We conducted this systematic review. The elements of the theory of planned behaviour that were most commonly demonstrated as determinants were attitude, subjective norms, and perceived behavioural control. Then came the "marketing mix, consumer consciousness issues, consumer values, brand-related attributes, experience and knowledge, self-efficacy, and perceived barriers". Consequently, this research will aid in the understanding of the knowledge barrier by academics. Moreover, the findings of this review will help marketers frame their marketing strategies for promoting green cosmetic products.