<![CDATA[This research investigates how environmental concern, environmental knowledge, and green peers influence affect on purchase intention for green beauty products. Adopting a quantitative descriptive method, data were collected through online questionnaires distributed to respondents, with a total of 172 participants included in the analysis to assess the relationships among the studied variables. Findings reveal that environmental knowledge does not have a significant effect on either of the two tested hypotheses: affective attitudes toward purchasing green products and perceived behavioral control. This indicates that possessing environmental knowledge alone is insufficient to foster positive emotions or enhance individuals’ perceived control over green product purchases. A possible explanation is that, although many consumers are generally aware of environmental issues, limited depth of understanding—combined with insufficient motivation and the influence of social and cultural factors—may prevent them from translating this knowledge into more responsible consumption behaviors or from fully recognizing the impact of their purchasing decisions.]]>
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