Unveiling the Drivers of Female Consumers’ Purchase Intentions for Vegan Cosmetics: An Empirical Study in Kolkata, West Bengal

Abstract

The rising demand for sustainable and cruelty-free products has propelled vegan cosmetics to the forefront of the beauty industry, driven by growing ethical and environmental awareness. This study investigates the purchase intentions of female consumers toward vegan cosmetics, focusing on the roles of ethical consumption, price sensitivity, and attitudes as a mediating variable. Based on a survey of 120 respondents in Kolkata, the findings reveal that ethical consumption significantly fosters positive attitudes, with ecological branding and ethical practices serving as key drivers. Price sensitivity demonstrates a dual effect, where affordability enhances attitudes, but high costs pose challenges. Attitudes emerge as a crucial mediator, bridging ethical and pricing factors to purchase intentions. These results underscore the importance of ethical branding, affordability strategies, and consumer-focused marketing in enhancing the appeal of vegan cosmetics within competitive markets. By addressing a significant gap in the literature, this research advances understanding of ethical consumerism and behavioural dynamics while providing actionable insights for marketers and policymakers to promote sustainable consumption in the beauty sector.