Online Advertising and Consumer Buying Behavior toward Green Cosmetics in Bangladesh: Extending the Theory of Planned Behavior
Author (s)
Md. Zakir Hossain
Abstract
Environmental sustainability and growing health consciousness have increased consumer interest in green cosmetic products across the world. At the same time, online advertising and influencer marketing are significantly shaping consumers’ purchase decisions in the digital era. Therefore, understanding the factors influencing consumer-buying behavior toward green cosmetics has become essential. This study aims to examine the impact of online advertising on consumer buying behavior toward green cosmetics in Bangladesh by extending the Theory of Planned Behavior. Based on previous studies and theoretical support, five variables were selected for investigation. Data were collected from 434 respondents through a self-administered online questionnaire using a convenience sampling technique. A pilot survey involving 30 respondents was conducted to ensure the reliability and clarity of the questionnaire. The study employed a five-point Likert scale consisting of 30 items under six constructs. The reliability, descriptive, correlation and regression analyses were performed using SPSS to examine the relationships among the variables. The findings reveal that attitude toward green cosmetics, online ad informativeness and influencer endorsement significantly influence consumer buying behavior toward green cosmetics. In contrast, online ad credibility and perceived affordability were found to have no significant impact on consumer buying behavior. The insights gained from this study will enable the marketers, cosmetic producers and policymakers to better comprehend consumer behavior and develop robust digital marketing strategies for promoting sustainable cosmetics in Bangladesh.
Keywords: Green Cosmetics, Online Advertising, Sustainable Consumption, Influencer Endorsement, Consumer Buying Behavior.
| Title: | Online Advertising and Consumer Buying Behavior toward Green Cosmetics in Bangladesh: Extending the Theory of Planned Behavior |
|---|---|
| Author: | Md. Zakir Hossain |
| Journal Name: | Journal of Market Research |
| ISSN: | 3106-549X |
| DOI: | https://doi.org/10.58970/JMR.5020 |
| Website: | ijsab.com |
| Media: | Online |
| Volume: | 2 |
| Issue: | 1 |
| Issue publication (Year): | 2026 |
| Acceptance Date: | 16/06/2026 |
| Date of Publication: | 23/06/2026 |
| PDF URL: | http://ijsab.com/wp-content/uploads/5020.pdf |
| Free download: | Available |
| Page: | 159-181 |
| First Page: | 159 |
| Last Page: | 181 |
| Paper Type: | Research paper |
| Current Status: | Published |
Cite This Article:
Hossain, M. Z. (2026). Online Advertising and Consumer Buying Behavior toward Green Cosmetics in Bangladesh: Extending the Theory of Planned Behavior, Journal of Market Research, 2(1), 159-181. DOI: https://doi.org/10.58970/JMR.5020
Retrieved from http://ijsab.com/wp-content/uploads/5020.pdf
About Author (s)
Md. Zakir Hossain , Professor, Department of Accounting and Information Systems, Faculty of Business Administration, Islamic University, Kushtia, Bangladesh. ORCID: https://orcid.org/0009-0004-8074-1307
DOI: https://doi.org/10.58970/JMR.5020
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