Green consumer orientation in cosmetic sector : construct definition, measurement scale development, and validation

Green consumption behavior remains ambiguous due to researchers’ difficulties in exploring its predictors. This study conceptualizes Green Consumer Orientation (GCO), a new construct that develops a standardized scale gathering and measuring predictors of green consumption behavior. In-depth focus groups, content analysis, and consumer surveys were conducted among Algerians to develop a concise 21-item GCO scale that fits into three main dimensions: Identification, Equilibrium, and Interaction. The GCO scale is an improvement over existing scales thanks to its profiling role of green behavior and multifaceted predictors. Following Churchill’s paradigm, this new construct is supposed to be a driving variable explaining green attitudes and behavioral intentions. It can help decision-makers gain insights into green consumption behaviors that need improvement for a better sustainable lifestyle. It can also help businesses identify opportunities in green personal care products markets. Today, consumers are aware of their harmful consumption consequences. However, not all of them are acting upon it. To overcome this gap, Green Consumer Orientation (GCO) is a new concept developed in this study and established as a new tool to measure the propensity of consumers to consume green. To develop and validate this tool, qualitative and quantitative surveys were performed among Algerian cosmetics consumers and concluded with a 21-items GCO measure. The findings assert that the investigated population is strongly guided by health considerations, perceptual relationships, and environmental awareness; there are not clear-cut with green labeling and Fairtrade issues; and relate green cosmetics to an ostentatious consumption behavior. The GCO measure profiles how consumers are oriented towards green products. Thus, it will assist decision-makers in revealing the levers that should be used to encourage sustainable way of life.