From Social Cues to Sustainable Choices: The Mediating Role of Green Consumption Values in Organic Cosmetics Purchase Intention Among Urban Indian Consumers

The global increase in health consciousness and ecological awareness has generated immense consumer interest in organic cosmetics; yet it doesn’t reflect in higher consumer demands especially in emerging urban economies. This study focuses on how the psychological and social mechanisms shape consumers' intention to purchase organic cosmetics in Mumbai. The study focuses on examining the role of interpersonal influence, perceived knowledge, green consumption values, and perceived behavioural control in driving purchase intention. Theoretically, the study integrates the Theory of Planned Behaviour (TPB) and the Value-Belief-Norm (VBN) framework, positioning green consumption values as a mediating construct through which social and cognitive antecedents are converted into purchase intent. A single cross-sectional research design was adopted and the data was collected through structured questionnaire from 288 respondents. Measurement scales were adapted from established instruments, and data were analysed using Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) in AMOS. Perceived knowledge construct emerged as a stronger predictor of green consumption values than interpersonal influence. The full mediation was observed in the paths that comes from both interpersonal influence and perceived knowledge towards green consumption values to purchase intention. The findings combine TPB-VBN framework to create more robust model that explains purchase intentions of organic cosmetics in an emerging economy context and emphasises that value internalisation is the crucial driver of purchase intention. The study calls for values-based marketing, consumer education initiatives, and have government or industry support in setting standards and reducing barriers in order to rising organic cosmetics adoption in Indian urban markets.