Nur Liyana Jani, Bamini K. P. D. Balakrishnan, Setyo Ferry Wibowo
The environment is increasingly being impacted by modern consumer trends and the actions of human beings, and sustainable consumption is an issue of utmost importance. In this chapter, the focus will be directed to research on responsible consumption behaviours among young consumers in the eco-friendly skincare industry with an attention to attitudes, social influencing factors, self-responsibility and environmental ethics. At the core of the study is the Theory of Planned Behaviour (TPB) that provides the process by which behavioural intention is determined through the factors of attitudes, social influence, and perceived behavioural control. There is also an explanation of self-belief being a moderated factor that influences these relationships. With empirical evidence, it turns out that young customers are influences by ethical, cruelty-free and eco-friendly beauty products. Sustainable consumption is also led by positive attitudes and social influences since people will want to consume products that are eco-friendly when using skincare practices. Even when sustainable decisions are made by affirmation among peers, the consumers gain further comfort of their decision and they tend to be more loyal towards purchasing responsibly. Furthermore, personal responsibility and environmental ethics serve as driving mechanisms towards making stronger decisions in selecting products that aid in the conservation of the environment. This chapter provides helpful suggestions that can be implemented by marketers and policymakers to facilitate the issue of responsible consumption. Employing the TPB theory and identifying the importance of attitudes, norms, perceived control, and self-efficacy, the study determines the most influential factors of sustainable consumer behaviour and promotes the ecologically responsible purchasing behaviour. This eventually leads to sustainable environmentalism. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
Universiti Malaysia Sabah, Sabah, Kota Kinabalu, Malaysia; Universitas Negeri Jakarta, Jakarta, Indonesia
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