The Effect of Green Marketing Mix on Customer Psychological Attitudes and Purchase Intention Within the Beauty Industry in Mauritius

Cosmetic products are used by nearly everyone daily and consumers are looking for green beauty products as they are aware of the environmental challenges. The beauty industries are always working to accommodate their needs. There have been many studies on green products and purchase intention, however, less research was done on psychological attitudes based on the 4 Ps in relation to purchase intention. Therefore, this study aims to measure the effectiveness of green marketing mix and purchase intention in relation to psychological attitudes toward green beauty products within the beauty industry in Mauritius. A quantitative approach was used for this study and a total of 149 questionnaires were collected primarily. From the findings and results, it has been seen that Green Price, Green Place, and Green Promotion do not have a significant relationship with purchase intention. However, Green Products and Psychological attitudes in relation to the green marketing mix have a positive relationship with purchase intention.