A conceptual framework for green cosmetics buying behaviour: a comparative exploration between South African and Zimbabwean consumers

Abstract

Over the last 40 years, green products have garnered considerable attention due to the rise of environmentally friendly lifestyles and consumption habits. However, the dominance of conventional products in the market has overshadowed green alternatives, making it essential for any green business to establish a distinctive market presence to succeed. Cosmetics made with natural components rather than artificial chemicals have gained increasing popularity because of a growing public awareness of environmental impacts and health trends towards green consumption. The widespread green consciousness among consumers has led to a notable rise in the purchase of green cosmetics, significantly influencing the global cosmetic sector. Since Africa is still in the early stages of the green awakening, businesses on the continent need to adopt differentiation strategies to penetrate the green industry and secure a competitive edge. Consumer demands, potential benefits, the presence of competing green products, and the level of competition all drive green product innovation. The introduction of the green cosmetic product category has certainly attracted researchers' interest due to the rapid rise in sales of green cosmetics. Despite concerns about the negative environmental impact of modern consumerism and, at the same time, the increasing availability of green products in supermarkets, consumers do not consistently purchase green products as expected. When consumers face specific issues, such as a lack of money, time, or easy purchase options, their positive attitude towards green products is mired. Consequently, to ensure that consumers actively and consistently engage in green purchasing behaviour, it is necessary to investigate different green product categories to bridge the gap between consumers who hold stronger pro-environmental values, but do not engage in other green behaviours. Additionally, although green marketing has become widely adopted recently, it is essential to recognise that factors influencing consumers to buy green products vary across countries. Therefore, a comparison was made between South Africa, one of Africa's largest and most advanced economies, and Zimbabwe, which has recently faced serious economic challenges such as hyperinflation and currency instability. As a result, a comparative analysis of consumer behaviour in these two nations was vital to understand how changing economic conditions affect consumer preferences, brand loyalty, and purchasing decisions. The findings of this study can assist policymakers in understanding specific challenges, opportunities, and trends related to sustainability, consumer protection, and market dynamics in these regions, ultimately promoting a healthy business environment. The study employed a qualitative approach and followed an exploratory research design. The study used purposive sampling to select suitable research participants, and data was collected through in-depth interviews with female participants over the age of 18 who had purchased green cosmetics in the last six months in South Africa (Johannesburg) and Zimbabwe (Harare). The results showed that most participants in both countries became aware of green cosmetics through online platforms and word-of-mouth. South African consumers also mentioned product packaging as an additional factor that heightened their awareness of the issue. Furthermore, the findings revealed that environmental awareness, sociocultural factors, sources of product information, product features, and available choices influenced consumers' decisions to purchase green cosmetics. However, the prices and availability of green cosmetics hindered consumers in South Africa and Zimbabwe from making consistent purchases. Zimbabwean consumers specifically cited a lack of awareness about green cosmetics as a barrier to their purchase decision. Based on the results, the study developed a conceptual framework that elucidates the green cosmetics buying behaviour of South African and Zimbabwean consumers and identifies key factors influencing their purchasing decisions. The study's findings provided businesses with valuable insights that can aid in analysing marketing strategies, identifying target consumers, and strengthening areas of weakness to compete effectively in the cosmetic industry. It is advised that brands focus on sourcing locally produced, organic, and sustainably harvested ingredients to attract environmentally conscious consumers. Additionally, eco-friendly packaging, such as biodegradable or recyclable materials, appeal to a growing segment of sustainability-minded shoppers. Green cosmetic brands should also invest in educating consumers to raise awareness about the advantages of eco-friendly products, thus helping to reduce scepticism and boost demand. On the policy front, governments in both countries can play a crucial role by providing tax incentives or subsidies to businesses that adopt sustainable practices, such as using renewable energy in production or lowering carbon emissions. Regulations that impose stricter controls on harmful chemicals in cosmetics would further encourage the switch to greener products. Moreover, establishing platforms for the certification of green products could improve consumer trust and ensure that sustainability claims are verified. In both South Africa and Zimbabwe, these combined efforts can foster a supportive environment for the expansion of green consumerism and promote long-term environmental and economic advantages, fostering hope for the future.