Barriers to Sustainable Consumption: Explaining the Attitude–Behaviour Gap in Green Cosmetics in Emerging Markets

The growing global concern for environmental sustainability has increased consumer interest in green cosmetics formulated with natural ingredients. However, this interest does not consistently translate into purchasing behaviour, highlighting a persistent attitude–behaviour gap. Drawing on the Attitude–Behaviour–Context (ABC) theory, this study examines how structural and economic constraints shape green cosmetics consumption in South Africa and Zimbabwe. A qualitative, exploratory design was employed, using semi-structured interviews with twelve female consumers (n = 12) across South Africa and Zimbabwe. Thematic analysis revealed that although consumers expressed positive attitudes driven by perceived health and natural benefits, these did not consistently result in sustained purchasing behaviour. Instead, contextual barriers, including high prices, limited product availability, and restricted access to retail and e-commerce infrastructure, significantly constrained consumption. Notable cross-country differences emerged. South African consumers demonstrated relatively stronger brand loyalty, supported by online access and retailer reward programmes, whereas Zimbabwean consumers were more likely to switch brands, rely on informal purchasing channels, revert to conventional products, or use home remedies. The findings underscore the dominant role of contextual factors in shaping behaviour in emerging markets. This study extends the ABC theory by demonstrating that structural constraints can override positive attitudes while offering practical insights for improving accessibility, pricing, and distribution to support sustainable consumption.