International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 3 (May-June 2026) Submit your research before last 3 days of June to publish your research paper in the issue of May-June.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 8 Issue 3
May-June 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

An Integrated VBN-TPB Analysis of Eco-Friendly Cosmetic Adoption and Post-Purchase Experience in a Semi-Urban Emerging Market

Author(s) Dr. Subash Limbu, Ms. Deepti Kumari, Ms. Pallabi Rabha, Mr. Hari Mall Thakuri
Country India
Abstract Environmental concerns and the rapid expansion of the Indian beauty market have increased consumer interest in eco-friendly personal care and beauty products. Pasighat, Arunachal Pradesh, a semi-urban setting characterised by rich cultural heritage and ecological diversity, provides an important context for examining sustainable consumption behaviour. By integrating the Value-Belief-Norm (VBN) theory and the Theory of Planned Behavior (TPB), the present study examines how awareness influences attitude, subjective norms, perceived behavioural control, and personal moral obligation, which further influence adoption intention and actual adoption behaviour related to eco-friendly personal care and beauty products. The study is based on primary data collected from 384 respondents using a structured questionnaire. Appropriate statistical tools such as descriptive statistics, ANOVA, t-test, correlation, and regression analysis were used for data analysis. The findings reveal that greater awareness positively influences consumers’ attitudes, social influence, perceived behavioural control, and moral obligation towards eco-friendly products, leading to stronger adoption intention and actual adoption behaviour. Positive post-purchase experiences further reinforce continued adoption behaviour.
Keywords Theory of Planned Behavior (TPB), Value-Belief-Norm (VBN) theory, subjective norms, attitude, eco-friendly products.
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-23
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.79321
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 8 Isu 3Cover Page Vol 8 Isu 2Cover Page Vol 8 Isu 2

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com
Powered by Sky Research Publication and Journals