Sustainability of Organic Cosmetics: The Mediating Role of Emotional Benefits between Cause Campaign and Trust

Abstract

This study focused on how and whether cause campaign affects emotional benefits as well as trust of consumers in the sustainability of organic cosmetics. It examines the relevance of emotional benefits as a mediating variable between cause campaign and trust in the sustainability of organic cosmetics. While this study found evidence of cause span effect on emotional benefits and trust, there was also evidence of the strong mediation effect of cause purview on trust. The findings also indicate that the model is valid and has good fit. The relative predictive relevance of the model has high impact on the cause span and trust. This research endeavour is significant because it has several implications for trust, with regard to sustainability of organic cosmetics which is conceptualized and operationalized at an individual level.