The impact of values and social norms on consumers’ intention to avoid cosmetics containing microplastics: The mediating role of risk perception and personal norm

The detrimental environmental impact of microplastics has become widely acknowledged. However, the presence of these harmful particles in everyday cosmetic products often goes unnoticed. This research verified a model where the perception of risk related to the use of cosmetic products, triggered by biospheric values and descriptive norm, predicts the intention of consumers to refrain from purchasing cosmetics that contain microplastics through the activation of the personal norm. Such a model was tested on a sample of Italian consumers (N = 313), who filled in an online self-report questionnaire. Results show that biospheric values, descriptive norm, and perceived risk, though not having a direct relationship with the behavioral intention, contribute to the activation of the personal norm, thus playing a significant positive role in the intention to reduce the purchase of cosmetic products containing microplastics. This outcome suggests the importance of personal values and social influence in shaping risk perception concerning the consumption of products whose consequences for the individual and the environmental health are still substantially underestimated by the general public.