{"id":1201,"date":"2026-06-16T12:34:04","date_gmt":"2026-06-16T09:34:04","guid":{"rendered":"https:\/\/www.etimm.ase.ro\/?p=1201"},"modified":"2026-06-16T12:45:28","modified_gmt":"2026-06-16T09:45:28","slug":"consumer-awareness-of-green-cosmetics-in-emerging-markets-a-comparative-study-of-south-africa-and-zimbabwe","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=1201","title":{"rendered":"Consumer Awareness of Green Cosmetics in Emerging Markets: A Comparative Study of South Africa and Zimbabwe"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Consumer Awareness of Green Cosmetics in Emerging Markets: A Comparative Study of South Africa and Zimbabwe\"\/>Consumer Awareness of Green Cosmetics in Emerging Markets: A Comparative Study of South Africa and Zimbabwe<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author(s)<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Vimbai MAHOWA\"\/>Vimbai MAHOWA, <meta name=\"citation_author\" content=\"Roland GOLDBERG\"\/>Roland GOLDBERG, <meta name=\"citation_author\" content=\"Carinda WILLIAMS\"\/>Carinda WILLIAMS<\/span><\/span>\n<\/p>\n<p>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2026\/06\/16\"\/><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"\/><meta name=\"citation_volume\" content=\"1\"\/><meta name=\"citation_issue\" content=\"2\"\/><meta name=\"citation_firstpage\" content=\"25\"\/><meta name=\"citation_lastpage\" content=\"38\"\/><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"\/><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"\/><meta name=\"citation_issn\" content=\"2537-5865\"\/><\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31.\"\/>M31.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"The introduction of green cosmetics has undoubtedly captured researchers' interest following the global surge in environmental awareness and sustainable consumption. However, consumers do not consistently opt for green products, causing businesses to approach green marketing from an opportunistic standpoint. This study explores consumer awareness of green cosmetics in South Africa and Zimbabwe, two emerging markets with contrasting economies. Using an exploratory qualitative design, data were collected through purposive sampling using in-depth interviews with six participants from South Africa and six from Zimbabwe. The findings reveal that participants in both countries prefer to receive information from reference groups and social media rather than from business advertisements. In Zimbabwe, lack of awareness and product availability hinder adoption, while South African consumers are guided by packaging cues and sustainability claims. In addition, limited production and product unavailability affect the purchasing of green cosmetics, as indicated by the participants in both countries. This study contributes to the limited body of knowledge on green consumerism in African markets by offering comparative qualitative insights from two contrasting economies and offers implications for marketers and policymakers promoting sustainable consumption.\"\/>The introduction of green cosmetics has undoubtedly captured researchers&#8217; interest following the global surge in environmental awareness and sustainable consumption. However, consumers do not consistently opt for green products, causing businesses to approach green marketing from an opportunistic standpoint. This study explores consumer awareness of green cosmetics in South Africa and Zimbabwe, two emerging markets with contrasting economies. Using an exploratory qualitative design, data were collected through purposive sampling using in-depth interviews with six participants from South Africa and six from Zimbabwe. The findings reveal that participants in both countries prefer to receive information from reference groups and social media rather than from business advertisements. In Zimbabwe, lack of awareness and product availability hinder adoption, while South African consumers are guided by packaging cues and sustainability claims. In addition, limited production and product unavailability affect the purchasing of green cosmetics, as indicated by the participants in both countries. This study contributes to the limited body of knowledge on green consumerism in African markets by offering comparative qualitative insights from two contrasting economies and offers implications for marketers and policymakers promoting sustainable consumption.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Green marketing, green cosmetics, consumer awareness, qualitative research.\"\/>Green marketing, green cosmetics, consumer awareness, qualitative research.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2026\/JETIMM_V02_2026_190.pdf\"\/><a href=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2026\/JETIMM_V02_2026_190.pdf\" target=\"_blank\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><br \/>\n<\/h4>\n<p>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2026\/JETIMM_V02_2026_190.ris\" target=\"_blank\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span>\n<\/p>\n<p>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Consumer Awareness of Green Cosmetics in Emerging Markets: A Comparative Study of South Africa and Zimbabwe Author(s) Vimbai MAHOWA, Roland GOLDBERG, Carinda WILLIAMS Classification JEL M31. Abstract The introduction of green cosmetics has undoubtedly captured researchers&#8217; interest following the global surge in environmental awareness and sustainable consumption. However, consumers &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[33],"tags":[],"coauthors":[18],"class_list":["post-1201","post","type-post","status-publish","format-standard","hentry","category-jetimm_2026"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1201"}],"version-history":[{"count":3,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1201\/revisions"}],"predecessor-version":[{"id":1206,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1201\/revisions\/1206"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1201"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1201"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1201"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=1201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}