Consumer behavior and sustainability: Exploring Italy's green cosmetics market with prickly pear seed oil.

Prickly pear seed oil is becoming increasingly popular in green cosmetics due to its skin benefits. However, there is a lack of research on consumer demand and perception of products containing this ingredient in Italy. This study aims to address this gap by examining the factors that influence Italian consumers' demand for prickly pear seed oil. Specifically, we focus on the product's attributes, as well as socio-demographic factors. The research engaged 300 Italian participants through an online survey. The dataset was analyzed using an Ordered Probit Model, revealing a higher purchasing frequency for prickly pear seed oil among consumers who prioritize the product's natural and sustainable origins. The analysis also highlights the influence of socio-demographic characteristics, particularly gender and income, on purchasing behavior. These findings provide valuable insights for marketers and product developers in the green cosmetics industry. Emphasising the natural and sustainable aspects of prickly pear seed oil can appeal to a broader audience. Additionally, understanding the demographic factors at play can help tailor marketing strategies to target specific consumer segments more effectively. The study contributes to the strategic development of marketing and product innovation in the green cosmetics sector by uncovering consumer preferences and trends. It advocates for a deeper consumer-centric approach in promoting sustainable beauty products.