Influence of Eco-Friendly Product Attributes, Corporate Social Responsibility, and Sustainable Branding on Consumer Preferences in the Cosmetics Industry in Mthatha
Keywords:
Eco-Friendly Products; Corporate Social Responsibility; Sustainable Branding; Consumer BehaviourAbstract
This study investigates the impact of eco-friendly product attributes, corporate social responsibility (CSR), and sustainable branding on consumer preferences for cosmetic products in Mthatha (Eastern Cape, South Africa). A quantitative survey of 150 consumers in Mthatha was conducted, and the data were analysed using SmartPLS, SPSS, and structural equation modelling (SEM) to test the hypothesised relationships between the identified sustainability factors and consumer preferences. The results indicate that CSR practices and sustainable branding have a significant positive influence on consumer preferences for cosmetics, whereas the influence of eco-friendly product attributes is not statistically significant. The findings suggest that policymakers and cosmetics firms should prioritise transparent CSR initiatives and authentic sustainability branding. Policymakers could incentivise eco-certification and consumer education, while companies integrate genuine sustainable practices into branding to better align products with consumer values. This research provides novel insights by examining these sustainability factors in an under-researched emerging market context. It addresses a knowledge gap by identifying which factors most strongly drive consumer preferences in the South African cosmetics sector, thereby informing sustainable marketing strategies
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