Abstract
Considering the beauty industry’s potential for further expansion and the mismatch between the attitudes of consumers and their buying behavior, brands should comprehend the factors that influence consumers’ intention to purchase environmentally friendly cosmetics. As such, the present study examined what encourages consumers of environmentally friendly cosmetics to choose these products. To answer the main objective of the work, the elaborated literature review aimed at identifying the factors that influence the buying of environmentally friendly cosmetics. Thus, the following were found: environmental consciousness, certification labels, brand trust, quality expectation, lifestyle, advertising, willingness to pay the price, ethical concerns and social and financial equity, physical health considerations, and knowledge of the product. The study was conducted using exploratory research with a qualitative approach. Data was collected from eight interviews, and it was identified that factors such as environmental consciousness, lifestyle, willingness to pay the price, quality expectations, ethical concerns and social and financial equity, as well as physical health considerations and knowledge of the product are the most significant determinants in the intention to buying environmentally friendly cosmetics. One of the aims of the investigation was to distinguish between the notions of green, traditional, organic, and natural cosmetics. As a result, it was found that there is a lack of clarification of the green cosmetic concept in literature, as well as a lack of standardization of criteria used by multiple systems to define different cosmetics. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

Abstract
In today's world, the idea of sustainable fashion is gaining traction. Finding a link between pricing and the purchase of sustainable clothes is the aim of this study. Regression models and t-tests of two independent samples (two-tailed tests) were applied by means of the application of a questionnaire. The study found that consumers' willingness to pay for price increases is related with non-linear (quadratic or exponential) product pricing. The results of this study suggest that consumers are willing to pay higher prices for sustainable clothing. Through an understanding of the relationship between price and consumer behavior, businesses can more effectively align their pricing strategies with the demands of environmentally conscious consumers. © 2024, IGI Global. All rights reserved.

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