Responsibility Over Beauty: Exploring the Influence of Eco-labeling by Local Cosmetic Companies on the Purchase Intention of Filipino Gen Z Consumers

Abstract

As the cosmetics industry continues to expand, so does consumer demand for transparency in the production processes of cosmetic products. In response, beauty brands increasingly utilize eco-labels to communicate their commitment to ethical and sustainable practices. This study aimed to explore the influence of self-declared eco-labeling approaches of cosmetic companies in the Philippines on the purchase intentions of Filipino Gen Z consumers. Guided by the assumptions of Icek Ajzen’s Theory of Planned Behavior (TPB), this quantitative study employed a cross-sectional and correlational research design, utilizing an online survey questionnaire distributed on social media platforms completed by 152 respondents. The study findings indicated that attitudes toward purchasing cosmetics are the strongest predictor for Filipino Gen Z consumers’ purchase intentions, suggesting these are driven by perceived benefits and outcomes of the behavior. While subjective norms and perceived behavioral control also played a significant role, their influence was less pronounced. Consumers were also revealed to exhibit a lack of confidence and conviction in trusting self-declared environmental claims by local beauty brands. The study underscores the significant role of eco-labeling by local cosmetic companies on consumers’ purchase intentions while disclosing concerns regarding uncertified claims. Further studies are recommended to explore other eco-labeling dimensions and their impact on purchase intentions.