Clean Beauty, Clear Conscience: From Advocacy to Action An Empirical Assessment of Consumer Adoption and Financial Behavior in Sustainable Skincare

Abstract

Purpose:
The purpose of the study is to evaluate the psychological and financial drivers influencing consumer adoption of sustainable skincare products in the Indian urban market. The research investigates how advocacy for clean beauty translates into actual purchasing behavior, integrating sustainability consciousness with financial rationality.

Design/Methodology/Approach:
A quantitative and explanatory research design tested the Stimulus–Organism–Motivation (SOM) framework in the clean beauty market. Primary data from Mumbai and Navi Mumbai consumers were collected using a 5-point Likert scale questionnaire, and Structural Equation Modeling (SEM) was applied to analyze the relationships among key psychological and behavioral variables.

Findings:
Clean beauty adoption is driven by personal ethics, trust, and economic reasoning. Consumers view sustainability as essential to modern wellness. Health consciousness strongly predicts brand authenticity and perceived value, while a weak R² for WTP shows that financial limits still moderate purchases. Authenticity and perceived value mediate the link between ecological concern and buying behavior.

Practical Implications:
Marketers should focus on authentic, affordable, and health-oriented strategies to bridge the gap between intent and actual purchase. Emphasizing safety, transparency, and value can make sustainable skincare both accessible and desirable.

Originality/Value:
By applying the SOM framework, this study integrates ethical, psychological, and economic drivers of clean beauty adoption, offering a fresh behavioral perspective on sustainable consumption.