摘要：This article analyzes consumer intentions to purchase cannabis-based skincare cosmetics by considering the role of human values, environmental awareness, and attitudes toward cannabis-based skincare cosmetics and their industrial use. The literature enabled the definition of a set of nine hypotheses, which were tested by a quantitative study with 230 participants from Portugal. Data were collected online in 2021 using snowball sampling. Structural equation modeling and mean difference tests were used for the hypothesis testing. The results suggest that personal values regarding openness to change and conservation indirectly influence the acceptance of cannabis-derived cosmetic products by reinforcing attitudes toward cannabis-based skincare cosmetics, and that environmental awareness influences the intention to purchase cannabis-based skincare cosmetics. This article provides relevant insights for both practitioners and researchers, as it demonstrates that both attitudes toward cannabis-based skincare cosmetics and the attitude toward the use of cannabis by the cosmetic industry predict purchase intentions of cannabis-based skin care cosmetics and therefore, should be considered for the development of the strategy for communicating with consumers. The article also makes some suggestions about the profiles of consumers most willing to buy this type of product, highlighting the role of environmental awareness and human values as strong determinants that influence the purchase intention of cannabis-based skincare cosmetics.
关键词：cannabis; skincare cosmetics; cosmetic industry; environmental awareness; human values
