Although consumers’ need for a healthy and sustainable lifestyle drives natural cosmetics consumption, various claims of natural cosmetics make consumers confused and distrustful. This study aimed to explore factors that affect consumers' purchasing behavior of natural cosmetics under the theoretical framework of planned behavior (TPB). The study adopted the qualitative method of purposive sampling. Semi-structured interview technique and thematic analysis were used to collect and analyze data from 21 consumers of natural or traditional cosmetics living in Uppsala. The results showed: consumers had uncertain attitudes towards buying natural cosmetics, which had no obvious impact on the purchasing behavior; the perceived social pressures from family, relatives, groups, etc. had a clear positive impact on the purchasing behavior; online purchasing, recommendation from others, and sustainable lifestyle facilitated the purchasing behavior; high price, inconvenient purchasing location, lack of knowledge, non-harmonized certifications, etc. led to the inconsistency between consumers' purchasing intention and actual purchasing behavior. Product knowledge was explored as an important resource that consumers need. The above findings can be used to improve marketing strategies like harmonized certifications. This study also paves the way for future quantitative verification of these factors.

本研究主要的研究目的在探討青少年自我概念是否能在父母控制（父母心理控制、及父母行為控制）與青少年情緒困擾（焦慮、憂鬱、及憤怒）及偏差行為之間扮演中介的角色。以國中生與高中生共967人為研究對象，以父母心理控制量表、父母監控量表、自我概念量表、貝氏焦慮量表、青少年憂鬱量表、特質生氣量表、偏差行為量表等做為研究工具，再以描述統計、T檢定、皮爾遜積差相關、結構方程模式等統計方法進行分析，結果發現： (一)、 青少年知覺中等程度之父母心理控制與父母行為控制、中上程度之自我概念、低程度之情緒困擾與偏差行為。 (二)、 男、女生所知覺之父母心理控制、焦慮、及偏差行為，存在顯著差異。 (三)、 國、高中生所知覺之父母行為控制、自我概念、焦慮、憂鬱、憤怒、及偏差行為，存在顯著差異。 (四)、 青少年知覺之父母心理控制與其自我概念之間存在顯著負相關、父母行為控制與其自我概念之間存在顯著正相關；父母心理控制與父母行為控制之間存在顯著正相關。 (五)、 青少年自我概念與其焦慮、憂鬱、憤怒、及偏差行為之間，皆存在顯著負相關。 (六)、 青少年知覺之父母心理控制與其焦慮、憂鬱、憤怒、及偏差行為之間，皆存在顯著正相關。 (七)、 青少年知覺之父母行為控制與其焦慮、憂鬱、及憤怒之間，皆不存在顯著相關；青少年知覺之父母行為控制與其偏差行為之間，存在顯著負相關。 (八)、 「父母控制、青少年自我概念、與其情緒困擾及偏差行為間關係」理論模式，與由研究對象為觀察樣本所估計之模式達到適配。亦即將青少年自我概念納入模式後，青少年知覺之父母心理控制對其情緒困擾（焦慮、憂鬱、及憤怒）不再存在直接影響，僅透過青少年自我概念間接負向影響其情緒困擾與偏差行為；父母行為控制除了直接負向影響偏差行為之外，還透過青少年自我概念間接負向影響其情緒困擾與偏差行為。 本研究根據上述研究結果逕行討論，並提出建議，供後續相關研究與實務工作之參考。 / The main purpose of this study is to investigate whether adolescent’s self concept is able to mediate between parental control and adolescent’s emotional disturbance as well as disruptive behavior. Parental control includes psychological control and behavioral control. Emotional disturbance is composed of anxiety, depression and anger. A total of 967 secondary school students from grade 7 to grade 12 responded to the Parental Psychological Control Scale, Parental Monitoring Scale, Self Concept Scale, Anxiety Scale, Adolescent’s Depressive Scale, Anger Temperament Scale and Disruptive Behavior Scale to measure the parental psychological control, parental behavioral control, adolescent’s self concept, anxiety, depression, anger and disruptive behavior respectively. The data were conducted by descriptive statistics, T test, Pearson correlation, structural equation modeling. The major findings are as follows: 1. Adolescents perceived middle level of parental psychological control and behavioral control, upper middle level of self concept, and low level of emotional disturbance as well as disruptive behavior. 2. The parental psychological control, anxiety and disruptive behavior perceived by the male adolescents are significantly different from those perceived by the female adolescents. 3. The parental behavioral control, self concept, anxiety, depression, anger and disruptive behavior perceived by the junior high school students are significantly different from those perceived by the senior high school students. 4. Parental psychological control and behavioral control have the significantly negative and positive correlation with self concept respectively. Parental psychological control is positively correlated with behavioral control significantly. 5. Self concept is negatively correlated with emotional disturbance and disruptive behavior. 6. Parental psychological control is positively correlated with emotional disturbance and disruptive behavior. 7. Parental behavioral control is negatively correlated with disruptive behavior, however, have no significant correlation with emotional disturbance. 8. The SEM results showed that the proposed “model of relations among parental control and adolescents' self concept, emotional disturbance and disruptive behavior” fit the collected data well. That means when considering self concept in model, parental psychological control no longer affects emotional disturbance directly, but, negatively influences emotional disturbance and disruptive behavior via self concept indirectly. Parental behavior control owns the similar indirect influence like psychological control, besides, affects disruptive behavior directly. In accordance with the findings, researcher raised several advices for parents and school for the sake of parental practices and education. Suggestions were also made for further research.

I dagens samhälle är användningen av sociala medier större än någonsin och den ökar för varje år. Med den stora användningen följer många positiva effekter som till exempel sociala interaktioner, lättillgänglig information, samt nytta och nöje. Det finns också negativa effekter som till exempel att användarnas välmående påverkas. Tidigare forskning visar på att det finns både psykiska och fysiska negativa följder vid överdriven användning av sociala medier. Syftet med studien var att undersöka vilka faktorer som påverkar digital natives beteende och användarupplevelse vid användning av sociala medier, samt hur ett verktyg kan utvecklas för att öka användarens upplevda beteendekontroll. Studien grundar sig i ett teoretiskt ramverk bestående av användarupplevelse, Theory of planned behavior och Persuasive technology, vilka tillsammans bidrar till en djupare förståelse av användarna. Med ett kvalitativt arbetssätt genomfördes fyra dagboksundersökningar och sex semistrukturerade intervjuer med deltagare som identifierar sig som kvinnor. Tidigare forskning visar på att kvinnor i större omfång än män drabbas av negativa effekter vid användning av sociala medier, vilket är anledningen till att urvalet endast bestod av kvinnor i denna studie. Alla studiedeltagare var även digital natives, det vill säga personer som vuxit upp med teknologi och besitter stora tekniska kunskaper. Resultatet visade på att användning av sociala medier till stor del påverkas av attityder gentemot dem, subjektiva normer och av den upplevda beteendekontrollen. Den sociala pressen av användningen, påverkan av vänner och familj samt den egna upplevda kontrollen över användningen var starka mönster som framkom i undersökningarna. Ett automatiserat beteende där användningen inte alltid skedde medvetet var en återkommande faktor som togs i beaktande vid utvecklingen av gränssnittet. Med hjälp av termen användarupplevelse samt Theory of planned behavior kunde studiedeltagarnas beteende och upplevelser förstås och tolkas. Denna förståelse tillsammans med Persuasive technology bidrog till ett förslag på ett hjälpmedel i form av ett gränssnitt där fokus ligger på att försöka förbättra användarupplevelsen och den upplevda beteendekontrollen, vilket i sin tur kan minska de negativa effekter som kan uppstå vid användning av sociala medier. / In today's society the use of social media is greater than ever and it increases every year. With this extensive use there are some positives, such as social interactions and easily accessible information, as well as uses for business and pleasure. There are also negative effects such as the well-being of users being compromised. Previous research shows that there are both negative psychological and physical consequences associated with excessive use of social media. The aim of the study was to examine what factors influence digital natives’ behavior and user experience when using social media, as well as how to develop a tool that increases the user’s perceived behavioral control. The study is based on a theoretical framework consisting of User Experience, Theory of Planned Behavior and Persuasive Technology, that together contribute to a deeper understanding of the users. With a qualitative approach, four diary studies and six semi-structured interviews were carried out with participants identifying as women. Previous research shows that women to a greater extent than men suffer from adverse effects following the use of social media, which is why the participants consisted of women in this study. All participants were digital natives, that is, people who grew up with technology and hold great technical knowledge. The results indicated that the use of social media was largely influenced by attitudes towards it, subjective norms and perceived behavioral control. The social pressure of usage, the influence of friends and family as well as the perceived control of use were strong patterns found in the surveys. An automated behavior where usage was not always a conscious choice was a recurring factor that was taken into account in the development of the interface. With the help of the term user experience and Theory of planned behavior, the behavior and user experiences of the informants could be understood and interpreted. This understanding, along with Persuasive technology, contributed to a proposal for an interface focusing on trying to improve user experience and perceived behavioral control, which in turn can reduce the negative effects that may occur when using social media.

Purpose: This research’s purpose is to test previous used factors that influence the green purchase intentions of apparel products on a not yet tested target group, young consumers in the Netherlands. The goal that goes with the purpose is to stimulate the sustainable apparel consumption in the Netherlands. Research design: To fulfill the purpose of this study, an online questionnaire has been distributed to young consumers in the Netherlands. A total of 400 valid respondents were collected through the convenience sampling- and snowball sampling method. With the valid respondents the multiple linear regression and hierarchical linear regression were conducted. Findings: The current study has found enough evidence to statistically prove that attitude, subjective norm, perceived environmental concern, a low aesthetic risk, and willingness to pay premium have a positive influence on the purchase intention. The study did not find enough evidence to statistically prove that perceived behavioral control, perceived environmental knowledge, and perceived consumer effectiveness have a positive influence on the purchase intention.

El comportamiento de los consumidores hacia los productos sostenibles ha crecido favorablemente en los últimos años. Esto brinda una oportunidad enorme a que la categoría de la moda entienda la intención de compra del cliente y aporten en el cuidado del medioambiente a través de sus productos. En este sentido, el presente estudio analiza los factores que interceden en la intención de compra en la categoría de ropa sostenible. El objetivo principal es identificar las relaciones entre las actitudes, normas subjetivas, y control conductual percibido de la persona y la disposición a pagar por estos productos para revelar la intención de compra sobre la misma. La metodología empleada será cuantitativa a través de datos extraídos de una encuesta desarrollada en Google Forms y analizada a través de ecuaciones estructurales SEM. De esta manera, el estudio pone en manifiesto factores que influyen en concretar el recorrido a una intención de compra hacia la categoría de ropa sostenible. / Consumer behavior towards sustainable products has grown favorably in recent years. This provides a huge opportunity for the fashion category to understand the customer's purchase intention and contribute to caring for the environment through its products. In this sense, this study analyzes the factors that intervene in the purchase intention in the sustainable clothing category. The main objective is to identify the relationships between the attitudes, subjective norms, and perceived behavioral control of the person and the willingness to pay for these products to reveal the purchase intention on the same. The methodology used will be quantitative through data extracted from a survey developed in Google Forms and analyzed through SEM structural equations. In this way, the study reveals factors that influence the path towards a purchase intention towards the sustainable clothing category. / Trabajo de investigación

No description available.

本研究旨在瞭解幼兒家長對 M-learning 的使用意願和影響其使用意願的主要 因素，同時了解不同背景之幼兒家長對於M-learning 使用意願的差異以及不對於M-learning 使用意願影響因素的調節效應；藉由以上的探究，瞭解幼兒家長在當今時代全新的學習方式之下對於幼兒教養和親職教育的需求，為未來的Mlearning內容提供者與設施設備開發提供參考。 本研究根據幼兒家長的特點和 M-learning 的特性，以科技接受模式、計畫行 為理論、動機模型、整合性科技接受與使用理論為理論依據，延伸出知覺有用性、 知覺易用性、知覺趣味性和知覺行為控制四個因素作為自變項；以性別、年齡、 社經地位三個因素為背景變項，以使用意願為依變項發展出本研究之研究架構。 本研究採用立意取樣問卷調查法，以大連市某3 間幼兒園所之幼兒家長為研 究對象，共回收469 份問卷，剔除無效問卷36 份，共回收433 份有效問卷，有 效回收率為92.3%；調查所得資料以描述統計、線性回歸分析、單因子變異數分 析等統計方法進行分析。本研究獲得之結論如下： 一. 在功能與特性上，微信公眾號與Facebook 的粉絲專頁相似，微信朋友圈與 Line 的動態消息相似； 二. 知覺有用性、知覺易用性、知覺趣味性以及知覺行為控制均對幼兒家長使用 M-learning 意願有顯著正向影響； 三. 不同背景變項 (性別、年齡、社經地位)的幼兒家長對於M-learning 知覺有用性、知覺易用性、知覺趣味性以及知覺行為控制與M-learning 使用意願關係間存在不同的調節效應； 四. 知覺有用性、知覺易用性、知覺趣味性以及知覺行為控制在不同性別、年齡、社經地位之幼兒家長群體中M-learning 使用意願的預測力不同； 五. 性別和年齡對幼兒家長使用M-learning 的意願無顯著影響，社經地位對幼兒家長使用M-learning 的意願有顯著影響。

Sommaire Cette thèse examine les liens entre la présence de risques suicidaires chez les adolescents et leur perception des pratiques de chacun de leurs parents. L’étude a examiné l’association entre le comportement suicidaire et différents aspects des pratiques parentales incluant l’affection, l’exercice du contrôle comportemental et psychologique ainsi que les conflits entre parent et adolescents. La thèse a également examiné l’effet du statut matrimonial des parents sur le comportement suicidaire chez les jeunes. Le dernier objectif de l’étude a été d’explorer le rôle du sexe de l’adolescent comme facteur de vulnérabilité face au suicide. L’échantillon de l’étude était composé 1096 adolescents Montréalais, âgés de 11 à 18 ans. L’échantillon était également réparti entre filles et garçons, fréquentant deux écoles secondaires de la région de Montréal, dans la province du Québec au Canada. Il y avait deux groupes à l’étude : le groupe suicidaire et le groupe non-suicidaire. Le premier groupe incluait les sujets présentant des idéations suicidaires et ceux ayant fait une ou plusieurs tentatives de suicide. Un questionnaire auto-rapporté fut administré à chaque sujet pour évaluer les dimensions suivantes auprès de la mère et du père : le niveau de proximité affective, le niveau de supervision parentale, le contrôle comportemental et le contrôle psychologique, la tolérance à l’égard des amis, ainsi que la fréquence et l’impact émotionnel des conflits. Une échelle a également évalué la présence éventuelle de comportements suicidaires chez les jeunes. Dans le but de tester l’hypothèse de base de l’étude, une série d’analyses descriptives et une MANCOVA ont été réalisées. L’hypothèse générale de la thèse postulant que les adolescents ayant des risques suicidaires présenteraient des relations plus problématiques avec leurs parents fut confirmée. En contrôlant l’effet de la détresse psychologique des adolescents, les analyses ont mené à la conclusion que, dans les familles biparentales, un faible niveau de proximité affective avec la mère, une fréquence plus élevée de conflits avec la mère, un excès du contrôle psychologique et un plus faible niveau de supervision maternelle, présentaient des liens significatifs avec le comportement suicidaire chez les adolescents. Indépendamment de la structure familiale, les caractéristiques suivantes du père étaient respectivement perçues par l’adolescent comme ayant des liens significatifs avec le comportement suicidaire des adolescents: faible proximité affective, impact émotionnel et fréquence élevée des conflits ainsi que le manque de supervision. Ces résultats ont été interprétés à la lumière des théories de la socialisation qui mettent l’accent sur le rôle central de la qualité des liens affectifs entre parents et adolescents, comme facteur de protection contre les risques suicidaires. Les résultats ont aussi révélé que les filles adolescentes sont plus exposées aux risques suicidaires tels que tentatives et idéations suicidaires. Les conclusions de cette étude soulignent le besoin urgent de recherches plus poussées sur le comportement suicidaire des adolescents et leurs liens avec les facteurs familiaux, en tenant compte du statut matrimonial des parents. La thèse met également l’accent sur la nécessité de mettre en place des programmes de prévention auprès des adolescents présentant des risques suicidaires élevés. / Abstract This thesis explores the relationship between the risk of suicidal behaviour in adolescents and their perception of parental practices used in their families. This study is primarily aimed at investigating the association between suicidal behavior in a Montreal sample of adolescents and several aspects of their parents’ parental practices including parent-child bonding, parental psychological and behavioral control, and parent- adolescent conflict. The second goal of this thesis was to examine the effect of parents’ marital status on adolescents’ suicidal behavior. The final objective of this study was to explore the link between gender difference and vulnerability to suicidal behavior in adolescents. The participants of this study included 1096 Montréal high school students, aged between 11 and 18 years, equally divided in boys and girls, in the province of Québec, Canada. There were two groups involved in this study: non suicidal and suicidal behavior. The suicidal behavior group included both suicidal ideation and suicide attempt behaviors. A self-report questionnaire was administrated to evaluate the level of parent and child bonding, the quality of parental psychological and behavioral control, and the level of adolescent’s conflict with each of the parents and risk of suicide in young individuals. A series of descriptive analysis and a multivariate analysis of covariant (MANCOVA) was performed in order to test the hypotheses of the study. The general hypotheses of the study postulating that adolescents who perceived a more troubled relationship with their parents, were at a higher risk of suicidal behaviors were confirmed. The evaluation of parental practices characteristics after being controlled for psychological distress and family structure concluded that in the case of intact families the high emotional impact and frequency of conflict with the mother, lack of maternal emotional bonding, excess of maternal psychological control, and lack of maternal supervision are significantly related to adolescents’ suicidal behaviors. In both families structures, the strongest significant characteristics of paternal parental practices perceived by adolescents with suicidal behavior was the lack of emotional bonding between father and child, the high impact and frequency of conflict between them, and lack of paternal supervision respectively. These results are interpreted in the light of socialization theory which emphasizes on the crucial role of the quality of the parent- adolescent bonding as a protective factor against suicidality in adolescents. The result also revealed that adolescent girls are at a higher risk of demonstrating suicidal behaviors such as ideation and attempt than boys. The findings of this study demonstrate an urgent need for more research on adolescent’s suicidal behavior and risk factors especially on parents’ marital status. The study also highlights the necessity of designing prevention programs specifically aimed at adolescents with an elevated risk of suicide.

Sommaire Cette thèse examine les liens entre la présence de risques suicidaires chez les adolescents et leur perception des pratiques de chacun de leurs parents. L’étude a examiné l’association entre le comportement suicidaire et différents aspects des pratiques parentales incluant l’affection, l’exercice du contrôle comportemental et psychologique ainsi que les conflits entre parent et adolescents. La thèse a également examiné l’effet du statut matrimonial des parents sur le comportement suicidaire chez les jeunes. Le dernier objectif de l’étude a été d’explorer le rôle du sexe de l’adolescent comme facteur de vulnérabilité face au suicide. L’échantillon de l’étude était composé 1096 adolescents Montréalais, âgés de 11 à 18 ans. L’échantillon était également réparti entre filles et garçons, fréquentant deux écoles secondaires de la région de Montréal, dans la province du Québec au Canada. Il y avait deux groupes à l’étude : le groupe suicidaire et le groupe non-suicidaire. Le premier groupe incluait les sujets présentant des idéations suicidaires et ceux ayant fait une ou plusieurs tentatives de suicide. Un questionnaire auto-rapporté fut administré à chaque sujet pour évaluer les dimensions suivantes auprès de la mère et du père : le niveau de proximité affective, le niveau de supervision parentale, le contrôle comportemental et le contrôle psychologique, la tolérance à l’égard des amis, ainsi que la fréquence et l’impact émotionnel des conflits. Une échelle a également évalué la présence éventuelle de comportements suicidaires chez les jeunes. Dans le but de tester l’hypothèse de base de l’étude, une série d’analyses descriptives et une MANCOVA ont été réalisées. L’hypothèse générale de la thèse postulant que les adolescents ayant des risques suicidaires présenteraient des relations plus problématiques avec leurs parents fut confirmée. En contrôlant l’effet de la détresse psychologique des adolescents, les analyses ont mené à la conclusion que, dans les familles biparentales, un faible niveau de proximité affective avec la mère, une fréquence plus élevée de conflits avec la mère, un excès du contrôle psychologique et un plus faible niveau de supervision maternelle, présentaient des liens significatifs avec le comportement suicidaire chez les adolescents. Indépendamment de la structure familiale, les caractéristiques suivantes du père étaient respectivement perçues par l’adolescent comme ayant des liens significatifs avec le comportement suicidaire des adolescents: faible proximité affective, impact émotionnel et fréquence élevée des conflits ainsi que le manque de supervision. Ces résultats ont été interprétés à la lumière des théories de la socialisation qui mettent l’accent sur le rôle central de la qualité des liens affectifs entre parents et adolescents, comme facteur de protection contre les risques suicidaires. Les résultats ont aussi révélé que les filles adolescentes sont plus exposées aux risques suicidaires tels que tentatives et idéations suicidaires. Les conclusions de cette étude soulignent le besoin urgent de recherches plus poussées sur le comportement suicidaire des adolescents et leurs liens avec les facteurs familiaux, en tenant compte du statut matrimonial des parents. La thèse met également l’accent sur la nécessité de mettre en place des programmes de prévention auprès des adolescents présentant des risques suicidaires élevés. / Abstract This thesis explores the relationship between the risk of suicidal behaviour in adolescents and their perception of parental practices used in their families. This study is primarily aimed at investigating the association between suicidal behavior in a Montreal sample of adolescents and several aspects of their parents’ parental practices including parent-child bonding, parental psychological and behavioral control, and parent- adolescent conflict. The second goal of this thesis was to examine the effect of parents’ marital status on adolescents’ suicidal behavior. The final objective of this study was to explore the link between gender difference and vulnerability to suicidal behavior in adolescents. The participants of this study included 1096 Montréal high school students, aged between 11 and 18 years, equally divided in boys and girls, in the province of Québec, Canada. There were two groups involved in this study: non suicidal and suicidal behavior. The suicidal behavior group included both suicidal ideation and suicide attempt behaviors. A self-report questionnaire was administrated to evaluate the level of parent and child bonding, the quality of parental psychological and behavioral control, and the level of adolescent’s conflict with each of the parents and risk of suicide in young individuals. A series of descriptive analysis and a multivariate analysis of covariant (MANCOVA) was performed in order to test the hypotheses of the study. The general hypotheses of the study postulating that adolescents who perceived a more troubled relationship with their parents, were at a higher risk of suicidal behaviors were confirmed. The evaluation of parental practices characteristics after being controlled for psychological distress and family structure concluded that in the case of intact families the high emotional impact and frequency of conflict with the mother, lack of maternal emotional bonding, excess of maternal psychological control, and lack of maternal supervision are significantly related to adolescents’ suicidal behaviors. In both families structures, the strongest significant characteristics of paternal parental practices perceived by adolescents with suicidal behavior was the lack of emotional bonding between father and child, the high impact and frequency of conflict between them, and lack of paternal supervision respectively. These results are interpreted in the light of socialization theory which emphasizes on the crucial role of the quality of the parent- adolescent bonding as a protective factor against suicidality in adolescents. The result also revealed that adolescent girls are at a higher risk of demonstrating suicidal behaviors such as ideation and attempt than boys. The findings of this study demonstrate an urgent need for more research on adolescent’s suicidal behavior and risk factors especially on parents’ marital status. The study also highlights the necessity of designing prevention programs specifically aimed at adolescents with an elevated risk of suicide.

This bachelor’s thesis is a quantitative study examining the factors influencing the Green Purchase Intention of (green) skincare among European consumers. The underpinning theory for this paper was the Theory of Planned Behavior and its influencing constructs such as Attitude, Subjective Norm, and Perceived Behavioral Control, as well as various selected determinants such as Environmental Concern, Environmental Knowledge, Health Concern, Injunctive Norm, Descriptive Norm, Electronic Word-of-Mouth, Price Sensitivity, Availability, and Perceived Consumer Effectiveness. The determinants were selected after conducting a literature review that primarily consisted of secondary data in the form of research articles dealing with the same research area of Green Purchase Intention. In order to collect primary data relevant to this study, an online survey in the form of a questionnaire was employed. Overall, 385 respondents from various European countries took part in this study. The survey sample was statistically tested using the SPSS AMOS and SPSS software. This was done in order to utilize the data collected fully. Therefore, two hypothesis models were constructed for this study. The results of Model 1, which were tested using SPSS AMOS denoted that Attitude had a significant relationship with Green Purchase Intention of green skincare products. The results of Model 2, which were tested using SPSS showed that Environmental Concern, Environmental Knowledge, Health Concern, and Perceived Consumer Effectiveness had a significant positive relationship with Green Purchase Intention. Thus, as a result, this study offers findings that manufacturers and retailers of green skincare could use to advance their marketing strategies. Primarily, it can be argued that green skincare brands should focus on targeting consumers who are already environmentally conscious rather than trying to gain over consumers with no environmental knowledge and concern. However, we do not deem our results sufficient enough to allow us to provide further managerial contributions.