MUMBAI, India, Nov. 2 -- Intellectual Property India has published a patent application (202611108733 A) filed by Manipal University Jaipur on September 10, 2026, for S-O-R Model For Identifying Green Gap Between Purchase Intention And Purchase Behavior In Context Of Green Cosmetics.
Inventor includes Dr. Nupur Ojha.
The application for the patent was published on October 30, 2026, under issue no. 44/2026.
Abstract: The present invention relates to an empirical framework for analysing consumer purchase behaviour towards green cosmetics by applying the Stimulus-Organism- Response (S-O-R) model, incorporating Perceived Greenwashing and Green Cosmetics Purchase Behavior, to explains the gap between Green Attitude and actual purchase by the consumers. The model is configured to investigate the gap between purchase intention and purchase behavior in context of Green Cosmetics, referred to as the “Green Gap.” The S-O-R framework has been routed through two mediators which are green consumer confusion (a cognitive factor) and perceived consumer betrayal (an affective factor). These two factors ultimately fade away from the green trust which erodes green purchase intention and lastly affects the green cosmetics purchase behavior. The intentions and behavior have been measured at two different times to effectively understand the transformation of former into the latter. The model also encompasses two moderators- Eco-Label Literacy and price sensitivity both of which are also theoretically valid factors impacting the consumers buying decisions. The aim of the invention is to examine whether the effective or cognitive route more adversely impacts the buying decisions of consumers in an emerging market like green cosmetics.
Disclaimer: Curated by HT Syndication.
