Consumers’ Intentions to Buy Cosmetics and Detergents with Ingredients Made from Recycled CO2

This paper aims to examine Greek consumers’ intentions to purchase innovative green cosmetics and detergents. The new products, not yet delivered to the market, will contain green chemicals produced by recycled CO2, sun, and water. A model of the Theory of Planned Behaviour extended by scepticism was conceptualised, and the relevant measures were originally developed for this study. A survey was conducted through electronic interviews with 306 respondents. Stratified sampling was implemented according to the population distributions of gender and age in Greece. The results revealed that perceived behavioural control was the stronger influencer of intentions, followed by subjective norms, while the impact of attitudes was found to be surprisingly weak. Scepticism was found able to moderate the relationship between subjective norms and consumption intentions, indicating that the influence of important persons on intentions towards green buying is stronger in those consumers who obtained a higher level of scepticism.