People are becoming more aware of environmental issues such as climate change and pollution. As a result, consumers are increasingly becoming more environmentally conscious of their products. The current challenge for every industry today is to find a more sustainable and ethical way to produce goods. Brands must improve their marketing as its elements (people, price, product, and place) are crucial to respond to this challenge. The researchers identify the
relationship between green products and packaging to consumers' purchasing behavior in this study. The factors included are environmental concerns/beliefs/values; environmental awareness and knowledge of the environmental impact of products and their packaging; social media influence; availability of a product in location; pricing; and product quality and benefits. The researchers utilized online survey questionnaires and assessed the relationship
through Structural Equation Modeling (SEM), using SPSS. The findings indicate that the pricing and product quality, including the benefits, of green cosmetics, personal care products, and packaging affect consumers' purchasing behavior in Luzon, Philippines. The study provides new insights into Filipino consumers' perceptions of the environment. Introducing sustainable solutions to meet consumers' demand in purchasing cosmetic and personal care products will also have a vital impact and opportunities on the industry. The researchers suggest that companies should produce more green products in the market since the customers are more concerned about the ingredients of the product they consume and willing to invest more in sustainable products. Moreover, considering the significant factors of the study proved to be an effective marketing strategy.
Consumer Behavior, Green Cosmetics, Green Personal, Care Products and Green Packaging.