From Trend to Transformation: Shopping Motivation Towards Sustainable Beauty Products in Pakistan

Abstract/Description

This research investigates the effects of hedonic (HM) and utilitarian (UM) shopping motivations on green purchase intentions (GPI) for sustainable beauty products in Karachi, with consumer perceived value (PV) acting as a mediator and customer engagement (CE) as a moderator. Grounded in the Theory of Planned Behavior (TPB), Value-Attitude-Behavior (VAB) theory, and Customer Engagement theory, the study involves a quantitative approach. The target population consists of consumers of sustainable beauty and personal care products based in Karachi, Pakistan. Data was collected using a purposive sampling approach using a five-point Likert scale questionnaire and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings indicate that HM exerts a positively significant influence on both GPI and PV. Conversely, UM negatively affects GPI but has a positive influence on PV. Moreover, PV serves as a significant mediator between HM and GPI, as well as between UM and GPI. Customer engagement (CE) negatively moderates the relationship between PV and GPI, while positively moderates the link between HM and GPI. However, CE does not significantly moderate the association between UM and GPI.

The results suggest that both hedonic and utilitarian shopping motivations shape consumers' green purchase intentions, with perceived value and engagement levels playing crucial roles. These insights emphasize the importance of marketing strategies that balance emotional appeal, functional benefits, and active consumer engagement to foster sustainable purchasing behavior.

Keywords

Sustainable Consumer Behavior, Shopping Motivations, Customer Engagement, Organic Beauty Products, Pakistan

Track

Marketing

Session Number/Theme

Marketing - Session II

Start Date/Time

13-6-2025 4:10 PM

End Date/Time

13-6-2025 5:30 PM

Location

MCC – 15 AMAN CED Building

Comments

Sorry, due to academic responsibilities since exams proceeding our institution. we tried our best to comply with the word limit however once accepted we will make sure we limit it to 7500 words

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Jun 13th, 4:10 PM Jun 13th, 5:30 PM

From Trend to Transformation: Shopping Motivation Towards Sustainable Beauty Products in Pakistan

MCC – 15 AMAN CED Building

This research investigates the effects of hedonic (HM) and utilitarian (UM) shopping motivations on green purchase intentions (GPI) for sustainable beauty products in Karachi, with consumer perceived value (PV) acting as a mediator and customer engagement (CE) as a moderator. Grounded in the Theory of Planned Behavior (TPB), Value-Attitude-Behavior (VAB) theory, and Customer Engagement theory, the study involves a quantitative approach. The target population consists of consumers of sustainable beauty and personal care products based in Karachi, Pakistan. Data was collected using a purposive sampling approach using a five-point Likert scale questionnaire and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings indicate that HM exerts a positively significant influence on both GPI and PV. Conversely, UM negatively affects GPI but has a positive influence on PV. Moreover, PV serves as a significant mediator between HM and GPI, as well as between UM and GPI. Customer engagement (CE) negatively moderates the relationship between PV and GPI, while positively moderates the link between HM and GPI. However, CE does not significantly moderate the association between UM and GPI.

The results suggest that both hedonic and utilitarian shopping motivations shape consumers' green purchase intentions, with perceived value and engagement levels playing crucial roles. These insights emphasize the importance of marketing strategies that balance emotional appeal, functional benefits, and active consumer engagement to foster sustainable purchasing behavior.