The Sacred Path to Sustainable Beauty: The role of Spirituality, Karmic Beliefs and Mindfulness in sustainable cosmetics purchase

The Sacred Path to Sustainable Beauty: The role of Spirituality, Karmic Beliefs and Mindfulness in sustainable cosmetics purchase | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article The Sacred Path to Sustainable Beauty: The role of Spirituality, Karmic Beliefs and Mindfulness in sustainable cosmetics purchase Reetu Choudhary, Preeti Devi This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-9309805/v1 This work is licensed under a CC BY 4.0 License Status: Under Review Version 1 posted 8 You are reading this latest preprint version Abstract This study investigates the influence of spirituality, karmic beliefs and mindfulness on attitudes towards sustainable cosmetics and purchase intentions for sustainable cosmetics. Using a quantitative approach, data from 326 respondents from Haryana, India, PLS-SEM was used to analyse the proposed relationships. The findings show that spirituality, karmic belief and mindfulness have a significant and positive effect on attitudes towards sustainable cosmetics, which strongly predict purchase intention. Additionally, mindfulness partially mediates the relationship between spirituality and attitude towards sustainable cosmetics. This study contributes to existing research by exploring potential benefits of spirituality, mindfulness and karmic beliefs for addressing sustainability challenges. Biological sciences/Psychology Social science/Psychology Humanities/Religion Spirituality Karmic Beliefs Purchase intention Mindfulness sustainable cosmetics Figures Figure 1 Figure 2 1 Introduction Serious environmental problems, such as micro plastic pollution from cosmetics and 120 billion units of annual packaging waste have made it necessary to rethink the current purchase patterns towards sustainable cosmetics (Juliano & Magrini, 2017 ; Koay & Ahmed, 2025 ; Wirtu, 2024 ). There are countless harms caused by unsustainable purchases in the natural world, which are most vividly felt through the growing amount of plastic waste and mass deforestation. As an example, in 2016, some 11 000,000 metric tonnes of plastic ended up in the waters of marine ecosystems, a number that is estimated to reach 29 000,000 metric tonnes by 2040 unless action is taken (Lewis, 2023 ). These results highlight the necessity of changing in purchase patterns as a strategy to preserve planetary environments. The growing pace of a shift toward sustainable purchase has forced both academics and industry practitioners to reevaluate the psychological, ethical and spiritual preconditions that shape consumer decision-making, especially in the cosmetics sector since the issue of chemical toxicity, microplastic pollution, non-biodegradable packaging, animal testing and carbon-intensive manufacturing processes have gained particular importance. Many scientific studies have shown that cosmetic products are a significant source of microplastic pollution in the marine environment (Bashir et al., 2021 ; Sun et al., 2020 ). Consumer demand for cosmetics with environmentally, cruelty, vegan and ethically conscious preferences has shown an exponential increase in response to an increase in environmental and social awareness of beauty product preferences (Magano et al., 2022 ; Varma & Ray, 2023 ). The theory of planned behaviour (TPB) effectively predicts purchase intentions through attitude, yet requires extensions to the cosmetics emotional, value-driven context (Ajzen & Driver, 1991 ). While studies add sustainability to attitude (J. Chin et al., 2018 ; Koay & Ahmed, 2025 ; Tengli & Srinivasan, 2022 ), spiritual-psychological antecedents, such as spirituality, mindfulness, and karmic beliefs remain underexplored despite their cultural relevance in India where ethical consumption aligns with spiritual harmony. Constructs such as mindfulness, spirituality and karmic beliefs explain how people incorporate personal values and ethical awareness into everyday buying behaviors (Daniel et al., 2023 ; Fischer et al., 2017 ). Mindfulness refers to a non-judgemental awareness of the current experience of present reality (Kabat-Zinn, 2023 ). Mindful individuals show greater awareness of purchase intention and tend to evaluate its implications towards health, society, and the environment. Earlier studies have found that mindfulness reduces impulsive buying, materialism and conspicuous consumption, while encouraging reflective, ethical and sustainable buying behavior (Bharti et al., 2022 ; Dhandra, 2020 ). Mindfulness enables emotional regulation and compassion, and helps consumers make their purchase choices according to sustainable values instead of being driven by immediate gratification (Wamsler & Brink, 2018 ). Therefore, mindfulness can strengthen consumer’s intention to purchase sustainable cosmetics by creating a more value-oriented purchase. Spirituality is conceptualized in relation to the institutional structures of institutionalized religion, and is essentially a complex of affective and cognitive aspects such as connectedness, meaning, and transcendence, with the moral imperative of individuals to the rest of the natural world and themselves (Ellison, 1983 ; Fisher, 2010 ). People with strong spiritual values often perceive a moral act as opposed to a purely utilitarian one. The feeling of spiritual welfare is empirically linked to prosocial traits, environmental concerns, and practices that lead to the harmony and stewardship of natural systems (Mishra et al., 2023 ). Apparently, customers who experience a high degree of spiritual well-being prefer cosmetics designed to reduce environmental degradation, comply with environmentally responsible production standards and express a more general interest in the well-being of the planet. The spiritual paradigm extends the definition of well-being beyond individual satisfaction to include interpersonal and environmental prosperity, which is a conceptual connection deeply related to sustainability goals (Geiger et al., 2020 ; Kjell et al., 2016 ). Karmic beliefs offer another meaningful lens for understanding the purchase intention of sustainable cosmetics. The concept of karma suggests that good actions result in positive outcomes, whereas harmful actions lead to negative outcomes, either now or in the future (Kulow & Kramer, 2016 ; Mulla & Krishnan, 2014 ). People who believe in karma generally view ethical behaviour as an investment that recouples moral profits and simultaneously provides protection against detrimental effects (Mo et al., 2022 ). It has been empirically found that people who make decisions using karmic logic are significantly more willing to act pro-socially and pro-environmentally, which seems to depend on their belief in such practices as both morally good and beneficial to themselves (Duong, Nguyen, et al., 2024 ; Wiese, 2023 ). Karma empowers individuals with a sense of agency over future outcomes, encouraging honesty and socially responsible choices (White & Norenzayan, 2019 ). In the context of cosmetics, karmic beliefs may drive consumers to select sustainable products to accumulate positive moral merit and avoid participation in environmentally harmful practices. Although sustainability psychology has received growing academic interest, little rigorous research has been conducted on the integrative effects of mindfulness, spirituality, and karmic beliefs on consumer’s purchase intentions toward sustainable cosmetics. The existing literature has addressed the constructs mostly individually, or has focused on general environmental behaviors, thus neglecting the uniqueness of cosmetics as a kind of product that is inherently connected to identity, expression and moral values (Amel et al., 2009 ; Romani et al., 2016 ). Therefore, this study aims to explore the combined effect of karmic beliefs, spirituality and mindfulness on consumer intentions to purchase sustainable cosmetic products. The synthesis of psychological, ethical, and spiritual factors provides deeper insights into why consumer intend to adopt sustainable cosmetics and explains how individual belief systems can strengthen the well-being of the environment and society at large. 2 Conceptual Framework and Hypothesis Development 2.1 Karmic beliefs Karmic belief (KB) can play a key influence in shaping consumer perceptions of eco-friendly products. People with strong karmic beliefs tend to develop more positive attitudes toward sustainable products. This is because KB is based on the idea of moral cause and affects the belief that one's actions have consequences not only for themselves, but also for society and the environment (Chen et al., 2022 ; Duong, 2023 ). Recent research shows that Karma belief increases consumers environmental awareness and global warming belief, which in turn increases their willingness to purchase green products (Agarwala et al., 2019 ; Sahetapy et al., 2021 ). In essence, belief in karma reflects justice motive theory, which suggests that the universe gives outcomes that match individuals’ actions (Kulow & Kramer, 2016 ). As a result, consumers who believe in karma tend to see eco-friendly products as a means of aligning their actions with their values, which contributes to a positive change towards environmental and social aspects. Therefore, it is proposed that stronger karmic beliefs may lead to more favourable attitudes toward green cosmetics, which can be hypothesized as follows: H1: Karmic Beliefs has positive impact on attitude towards sustainable cosmetics. 2.2 Mindfulness Mindfulness heightens self-awareness, enabling people to break free from automatic, habitual consumption behaviors (Fischer et al., 2017 ; Grossman et al., 2004 ). Individuals with mindfulness are more deliberate in their purchasing decisions and are less influenced by routine-driven habits (Bahl et al., 2016 ). This enhanced self-awareness promotes intrinsic and non-material values (Brown & Kasser, 2005 ; Ericson et al., 2014 ), which are often linked to environmentally sustainable actions. Some empirical studies have highlighted a positive correlation between mindfulness and environmentally responsible behavior (Barbaro & Pickett, 2016 ; Brown & Kasser, 2005 ; Panno et al., 2018 ). Individuals who exhibit higher levels of dispositional mindfulness tend to be more conscious of their purchase patterns and the environmental consequences of their actions (Brown & Ryan, 2003 ; Rosenberg, 2004 ). Mindfulness has also been associated with reduced materialism, both of which are key drivers of pro-environmental behaviour (Brown & Kasser, 2005 ; Ericson et al., 2014 ). In their review of the existing literature, Brown & Kasser, 2005 directly associated dispositional mindfulness with ecological responsibility, while Klug & Niemand, 2021 provided evidence of a positive link between mindfulness and precycling a proactive approach to waste reduction. Amel et al., 2009 noted that mindfulness fosters sustainable behavior by increasing attentiveness and encouraging self-reflection on purchase choices. Panno et al., 2018 further identified that the connection between mindfulness and pro-environmental behaviour is mediated by reduced social dominance orientation, meaning that mindful individuals are less likely to support social hierarchies. Geiger et al., 2020 revealed that mindfulness contributes to sustainable consumer habits by promoting healthier lifestyle choices (e.g., better diet and physical activity) and lowering materialistic values, both of which support environmental responsibility. Additionally, Barbaro & Pickett, 2016 found that the link between mindfulness and pro-environmental behavior is influenced by a deeper sense of connection to nature. Barber & Deale, 2014 also demonstrated that mindful individuals tend to show greater concern for others, society and the environment leading to more sustainable behaviour. Hence it can be hypothesized as: H2: Mindfulness has positive impact on attitude towards sustainable cosmetics. 2.3 Spirituality Spirituality allows people to live together by explaining the meaning, intention and logic behind moral ideas (Nelson-Becker, 2008). Caring for and appreciating nature is linked to environmental spirituality (J. W. Fisher et al., 2000). Researchers have recently linked spiritual ideas, such as transcendental perspectives, mindfulness, the desire to help others and worshipping nature with sustainable consumption (Sheth et al., 2011 ). Hence, we can say that spirituality supports social and environmental sustainability. Spirituality is also associated with mindfulness (Joshi & Rahman, 2019 ). Spiritual people connect to people, the environment, and the universe, leading to sustainable or ecological aims. Spirituality motivates and shapes people to buy eco-friendly products. This can be seen as an essential factor influencing a person's purchasing behaviour (Joshi & Rahman, 2019 ). Recent studies demonstrates that spirituality not only improves attitude towards sustainable consumption but also directly raises sustainable purchase intention (Gupta & Bhardwaj, 2024 ; Preston, 2022 ). Spirituality refers to the ‘life force’ by which humans behave; spirit is a fundamental motivator for human behavior, including consumption (Dyson et al., 1997 ). Despite this, consumer researchers are still unsure about spirituality and how it affects consumer choices. Therefore, it is essential to determine the relationship between spirituality and sustainable purchase intention for cosmetic products in the present global context. Previous research has demonstrated a positive correlation between spirituality and consumers' intention to purchase green products (Chairy, 2012 ). This indirectly establishes that spirituality, an integral part of religiosity, has a similar impact on green purchase behavior. However, empirical data establishing the influence of spirituality on consumers' sustainable purchasing is lacking. A consumer research survey indicates a dearth of studies that examine spiritual motivations for consumption. Spirituality is a complicated, varied phenomenon that cannot be reduced to a single behavior or experience (Emmons & Paloutzian, 2003 ). Instead, spirituality consists of several interconnected concepts that produce cohesive but complex totality (Skousgaard, 2006 ). A review of the literature reveals that several studies have shown the role of spirituality in consumer motivation and behavior. Many researchers support the proposition that low spirituality affects unethical behavior (Kennedy & Lawton, 1998 ; Swimberghe et al., 2011 ; Vitell et al., 2016 ; Weaver & Agle, 2002 ). Another study found that spirituality and self-transcendence can influence green-purchase behavior (Chairy, 2012 ). This can be hypothesized as: H3: Spirituality has positive impact on attitude towards sustainable cosmetics. 2.4 Attitude toward sustainable cosmetics and the intention to purchase sustainable cosmetics Ajzen, 1991 describes attitude as how positively or negatively a person evaluates a certain behaviour. In this study, we use Ajzen, 1986 definition of attitude, which views it as how a consumer mentally judges sustainable consumption specifically and, how they think about ethical and eco-friendly buying. According to Chou et al., 2012 , attitude is a strong and logical predictor of sustainable consumption behavior. People who care about the environment and have a positive attitude toward it are more likely to make green purchases and choose sustainable products (Canova et al., 2020 ; Hines et al., 1987 ). Research by Joshi & Rahman, 2019 also found that young people with a positive attitude are more likely to intend to purchase sustainably. Many studies supported the idea that attitude plays a key role in shaping consumers' intentions to act sustainably (Sreen et al., 2018 ; Wang et al., 2023 ; Zhuang et al., 2021 ). However, some studies have shown only a weak link between consumer attitudes and actual behavior (Davies et al., 1995 ; Xu et al., 2020 ), suggesting that this relationship requires further exploration (Joshi & Rahman, 2019 ; Zhao et al., 2014 ). This can be hypothesized as follows: H4: Attitudes towards sustainable cosmetics have a positive impact on the intention to purchase sustainable cosmetics. 2.5 Mindfulness as a mediator It is well known that the cosmetic industry is among the product lines that are most vulnerable to impulsive purchasing habits. Previous studies point to the same concern, that cosmetic buying is often emotionally based, with self-image concern, sensory, social and aspirational advertising signals as opposed to thoughtful and reflexive judgment (Ahn & Kwon, 2022 ; Golalizadeh et al., 2023 ; Thuy & Bich, 2024 ). Mindfulness as a transformative power in green purchase intention has already been documented (Ji et al., 2025 ). Mindful consumerism is defined as smart, compassionate, non-violent, and ethically based consumption (Zsolnai & Kovacs, 2021). Initial groundwork found that mindfulness fosters non-materialistic well-being and sustainability by reducing impulsive buying behavior and increasing intrinsic satisfaction and interconnectedness (Jacob & Brinkerhoff, 1999 ). Later research proved that mindfulness decreases materialism, anxiety, and impulsive consumption and promotes ethical and responsible conduct in the environment (Bahl et al., 2016 ; Ericson et al., 2014 ). These processes are especially relevant in the context of the cosmetic consumption where the process of buying a product can be described as automatic and subjective in nature. Spiritually oriented consumers can be interested in the idea of harmony with nature and ethical responsibility; however, these aspects cannot be directly transformed into positive attitudes toward sustainable cosmetics without being supported by mindful awareness. Mindfulness can help consumers be mindful of product properties such as ingredient safety, cruelty-free, environmental concerns and ethical sourcing and think over their implications. In this way, spirituality is converted into mindfulness awareness, which helps to create positive evaluations of sustainable cosmetic products in terms of attitude. In addition, mindful consumers are more likely to focus on personal wellbeing, community welfare, and the environmental welfare, which are fundamental values of sustainable cosmetics (Sheth et al., 2011 ). Hence, mindfulness is a critical psychological process that describes how spiritual values are converted to positive attitudes towards sustainable cosmetics. H5: Mindfulness positively mediates the relationships between spirituality and attitude towards sustainable cosmetics. 3 Methodology In this study a quantitative research design was used. The hypothesized relationships among the constructs were formulated and empirically tested using PLS-SEM 4.0. A total of 400 questionnaires were distributed, of which 326 were deemed valid and suitable for statistical analysis. The adequacy of the sample size is supported by the G*Power program, which suggest a minimum sample size of 218, a significance level of 0.05, and a power of 0.95. Eventually, a total of 326 complete responses were received for the study, which was sufficient to run the model because the present study’s sample size is higher than this benchmark. Primary data were gathered using a structured questionnaire developed for this study by adapting and modifying previously validated measurement scales. The original items were modified by incorporating references to sustainable cosmetics to ensure relevance to the study context while preserving the conceptual meaning of the constructs. The questionnaire consisted of two sections: the first section captured respondents’ demographic information, and the second section measured the study constructs using modified scale items. 3.1 Participants The study utilized a purposive convenience sampling technique and comprised 326 respondents, including 42% males and 58% females. Participants were selected from cities in Haryana, India. Detailed demographic characteristics of the participants are presented in Table 1 . Table 1 The respondents' demographic specifications. (N = 326) Demographic Characteristics Group Frequency Percentage Gender Male 135 41.41% Female 191 58.59% Age Less than 26 126 38.65% 26–40 144 44.17% 41–60 56 17.18% Educational Qualification Below Graduation 21 6.44% Graduation 203 62.27% Post graduation 102 31.29% Occupation Home Maker 61 18.71% Student 100 30.67% Private Employee 78 23.93% Government Employee 64 19.63% Others 23 7.06% District Gurugram 33 10.12% Mahendragarh 29 8.90% Rewari 37 11.35% Rohtak 28 8.59% Jhajjar 36 11.04% Charkhi Dadri 45 13.80% Sonipat 76 23.31% Bhiwani 42 12.88% 3.2 Measures All constructs were measured using a 5-point Likert scale (1 = Strongly Disagree, 5 = Strongly Agree). Spirituality was measured using 6-item scale developed by (Sharma & Sharma, 2017 ). Modified 6-items scale of karmic beliefs developed by Duong et al., 2024 was used. Adapted 6- items scale of mindfulness by Brown & Ryan, 2003 and 5- items scale of attitude towards sustainable cosmetics and intention to use sustainable cosmetics adopted from Maichum et al., 2016 . 3.3 Method of Analysis PLS-SEM was used to analyse the data. PLS-SEM was used for the following reasons: 1. Exploratory Study: This study is exploratory as it proposed and tested new linkages among the constructs. PLS-SEM is the most suitable exploratory research framework (J. F. Hair et al., 2019 ). 2 Robustness: A particularly prominent research stream in PLS-SEM has provided complementary methods for assessing the results’ robustness (J. F. Hair et al., 2019 ; Latan, 2018 ). 3. Sample Size and Data Normality: PLS is commonly extended to both large and small samples without concern for data normality. Previous studies have proven that PLS does not impose sample size restrictions on underlying data (Marcoulides & Saunders, 2006 ). 4 Results Two-stage analysis was used, at the initial phase the measurement model was tested by measuring internal consistency reliability, convergent and discriminant validity. In stage two, the structural model was tested to test the proposed hypotheses. Data analysis was performed by estimating the measurement model and examining the structural model (J. F. Hair et al., 2019 ). 4.1 Measurement Model The measurement model includes reliability and validity testing (J. F. Hair et al., 2019 ). The measurement model was tested in terms of item loading, rho A, average variance extracted (AVE) and discriminant validity using SmartPLS. According to the results, the loading of all the factors is above the recommended level of 0.707 (W. W. Chin, 2010 ), which confirms satisfactory reliability as shown in Table 2 . Reliability and validity are important areas involved in measuring evaluations (Henseler et al., 2015 ). Cronbach’s alpha is considered a conservative metric and composite reliability is a liberal metric. Between these two, Rho_A (PA) exists, which represents the actual construct reliability (Dijkstra & Henseler, 2015 ). J. Hair & Alamer, 2022 suggest that actual construct reliability falls between 0.70 and 0.95. Average Variance Extracted (AVE) was used to determine the construct’s convergent validity (J. F. Hair et al., 2019 ). This means that over half of the variations in the measured items could be explained by the construct. Above 0.5 AVE is considered good (J. F. Hair et al., 2019 ). These findings provide strong convergent validity (Bagozzi et al., 1998 ; Cheung et al., 2023 ). Discriminant validity indicates how well a construct differs from other variables in the model. Henseler et al., 2015 argues that, unlike the Fornell-Larcker criterion (Fornell & Larcker, 1981 ), the heterotrait-monotrait (HTMT) ratio provides a superior approach for evaluating discriminant validity among constructs. Accordingly, HTMT measures have been applied in data analysis, and value below 0.85 indicates adequate discriminant validity for conceptually distinct constructs. Bootstrapping confirmed that these HTMT values significantly differed from 1.00. Table 3 presents the HTMT discriminant validity results, and Table 2 reports the reliability, convergent validity and factor loadings. The findings confirm that the model is valid and reliable according to the established criteria. Table 2 Validity and Reliability Constructs Factor Loading Cronbach's alpha Composite reliability (rho_a) Composite reliability (rho_c) Average variance extracted (AVE) ATT 0.752 0.758 0.834 0.503 ATT1 0.723 ATT2 0.750 ATT3 0.741 ATT4 0.740 ATT5 0.740 IN 0.773 0.793 0.845 0.523 IN1 0.751 IN2 0.751 IN3 0.749 IN4 0.713 IN5 0.766 KB 0.867 0.875 0.900 0.601 KB1 0.836 KB2 0.764 KB3 0.785 KB4 0.798 KB5 0.708 KB6 0.752 MF 0.809 0.827 0.860 0.508 MF1 0.745 MF2 0.736 MF3 0.714 MF4 0.757 MF5 0.743 MF6 0.771 SP 0.859 0.865 0.894 0.584 SP1 0.773 SP2 0.797 SP3 0.765 SP4 0.776 SP5 0.741 SP6 0.732 Note: ATT= Attitude towards sustainable cosmetics; IN= Intention to purchase sustainable cosmetics; KB= Karmic beliefs; MF= Mindfulness; SP= spirituality. Table 3 HTMT Discriminant Validity ATT ATT IN KB MF SP IN 0.799 KB 0.697 0.720 MF 0.661 0.659 0.543 SP 0.750 0.670 0.613 0.479 Note: ATT= Attitude towards sustainable cosmetics; IN= Intention to purchase sustainable cosmetics; KB= Karmic beliefs; MF= Mindfulness; SP= spirituality. 4.2 Structure Model Hair et al., 2011 described four key steps for evaluating the structural model: (1) assessing multicollinearity, (2) examining R² values, (3) testing path coefficient significance and (4) checking predictive relevance through Q² values. First, the variance inflation factor (VIF) was used to ensure that there was no multicollinearity problem. All VIF values range from 1.263 to 2.225, which falls within the acceptable range, that is less than 5 (J. F. Hair et al., 2011 ). Second, the coefficient of determination (R 2 value) was checked to determine the predictive strength of the model. Table 5 shows the R 2 values of three endogenous variables: attitude, intention, and mindfulness. They stand at 56.9%, 36.8% and 17.5% respectively, which are all above 10% and therefore the model has a better predictive force (Falk & Miller, 1992 ). Thus, R 2 was an excellent predictor of the structural model. Table 4 demonstrates the hypotheses tested using the path coefficients and p-values. Third, we evaluate the importance of path coefficients through the bootstrapping method at the levels of significance of 5% and 5000 subsamples (W. W. Chin, 1998 ; J. F. Hair et al., 2012 ). Finally, R 2 was not the only measure we used to evaluate the predictive validity of the structural model; we also used Q 2 . The exogenous constructs are predictive of the endogenous construct, as Q 2 of the endogenous variables is greater than zero (MF:0.161; ATT:0.494; IN:0.351). To measure the fitness of the structural model we computed the square root mean residual; the value proved to be 0.064 and the accepted value was expected to be less than 0.08 (Hu & Bentler, 1999 ) and, implying that the structural model, was well fitted. Additionally, we estimated the goodness-of-fit (GoF) value based on the equation proposed by Wetzels et al., 2009 . In present the study, we used the values of R 2 and AVE. The findings indicated that the GoF was 0.449, which exceeded the standard value of 0.26. Thus, the model had a good fit. The F² values indicate the extent to which the independent variables affect dependent variables. According to Cohen, 2016 , effect sizes of 0.02, 0.15 is considered as small, medium, and 0.35 as large. There is a large effect size for attitude towards sustainable cosmetics on intention to purchase sustainable cosmetics; the effect of spirituality on attitude and mindfulness is medium, while others have a small effect size. 5.3 Testing of Hypothesis The findings of bootstrapping analysis are presented in Table 4 . These results demonstrate that karmic beliefs have a positive and significant effect on attitudes towards sustainable cosmetics (β = 0.221, p = 0.001), supporting H1. Mindfulness and spirituality also positively and significantly influenced attitudes (β = 0.279, p = 0.000), (β = 0.426, p = 0.000) respectively, confirming H2 and H3. Furthermore, attitude towards sustainable cosmetics is a positive and significant predictor of intention to purchase sustainable cosmetics (β = 0.606, p = 0.000), supporting H4. For H5, spirituality positively and significantly affected mindfulness (β = 0.418, p = 0.000) and the mediation revealed a significant indirect effect of spirituality on attitude towards sustainable cosmetics (β = 0.110, p = 0.003), confirming partial mediation. Table 4 Path coefficients for direct relationships Hypothesis Paths Path Coefficient (β ) Sample mean (M) Standard Error F 2 T value P values Supported or not H1 KB ➔ ATT 0.221 0.221 0.065 0.072 3.398 0.001 Yes H2 MF ➔ ATT 0.279 0.283 0.050 0.134 5.549 0.000 Yes H3 SP ➔ ATT 0.426 0.425 0.047 0.281 9.042 0.000 Yes H4 ATT ➔ IN 0.606 0.605 0.069 0.581 8.740 0.000 Yes H5 SP ➔ MF 0.418 0.418 0.076 0.212 5.472 0.000 Yes Table 5 R square ATT R-square R-square adjusted 0.569 0.565 IN 0.368 0.366 MF 0.175 0.172 Table 6 Specific indirect effect Paths Path Coefficient Sample mean (M) Standard Error T values P values Interpretation SP ➔ MF ➔ ATT 0.110 0.111 0.036 3.014 0.003 Significant Mediation 5 Discussion and Conclusion This study demonstrates the results of exploratory research, which focuses on the connection between spirituality, mindfulness and karmic beliefs on attitude towards sustainable cosmetics and ultimately on purchase intention of sustainable cosmetics, and the mediating role of mindfulness in the relationship between spirituality and attitude towards sustainable cosmetics. The fact that the sampled respondents have a variety of spirituality, mindfulness and karmic belief, along with the fact that previous research on the pro-sustainability roles of spirituality, and karmic beliefs is largely theoretical in nature, explains the relevance of the present study and its contribution. All hypotheses of PLS SEM H1, H2, H3, H4, and H5 are supported. The positive and significant effect of Karmic beliefs on attitudes towards sustainable cosmetics (H1) supports the arguments of (Agarwala et al., 2019 ; Chairy & Syahrivar, 2020 ); positive and significant effect of mindfulness on attitude towards sustainable cosmetics (H2) supports the work of Daniel et al., 2023 ; positive and significant effect of spirituality on attitude towards sustainable consumption (H3) supports the work of Gupta & Bhardwaj, 2024 ; positive and significant effect of attitude towards sustainable cosmetics on intention to purchase sustainable cosmetics supports the work of Canova et al., 2020 ; Hines et al., 1987 ; Joshi & Rahman, 2019 . Finally, mindfulness partially mediates the relationship between spirituality and attitude towards sustainable cosmetics, which means that spirituality affects attitudes in more than one way. First, spiritual values such as harmony with nature and non-violence directly match with the cruelty free and eco-friendly features of sustainable cosmetics, so spiritual people like these products without much conscious thought which shows a direct effect (β = 0.316) after considering mindfulness. Second, spirituality fosters ethical concern rooted in Indian culture which, independently drive sustainable attitudes. Mindfulness adds to cognitive awareness of product attributes but does not fully explain spirituality’s intuitive pull yielding partial mediation (β = 0.10). 6 Practical Contribution The practical implications of this research can provide practitioners of cosmetics companies, retailers and policy-makers in the fast-expanding Indian sustainable beauty industry with actionable cooperative strategies. The co-branding of yoga retreats or mindfulness apps that highlight the advantages of cruelty-free sourcing and positive karma can be used by cosmetics firms such as L’Oreal, Nykaa, or Mamaearth to target high-spirituality markets in Haryana (where positive attitudes were most strongly predicted by spirituality β = 0.426), with a direct appeal to purchase intentions (β = 0.606) through an appeal to the spirituality-mindfulness pathway (indirect β = 0.110). Advertisers can create such ads as Cruelty-free beauty earns you good karma, add product attributes such as QR codes so people can check ingredients mindfully, and make spiritual values the high sales category by preventing impulse purchases in this value market. On sites such as Amazon India, retailers are able to customize their suggestions on spirituality-related queries and include checkout notifications such as: Pause: Is it cruelty-free? To push towards the green option, policymakers and non-governmental organizations can leverage influence by teaching to be mindful via mindfulness workshops, which connect spiritual ethics to ethical cosmetics, encouraging national moves toward a culture and tradition of ethical consumption. 7 Limitation This study has major limitations that define its context. First, the cross-sectional survey design (n = 326 based on the Haryana convenience sample) takes people's views at the time point and does not provide arguments in terms of causality the views or intentions of people might change over time. Second, the sample comprises Haryana residents; thus, the results might not be applicable to other regions of India, other cultures and international markets where spiritual forces are not similar. Third, the model failed to measure all elements of TPB, such as subjective norms or perceived behavioral control, which could be a weakness in assessing social inferences regarding the purchase of sustainable cosmetics. Lastly, real purchase data were not measured as intentions do not necessarily translate into actions in consumer categories such as beauty, which are driven by impulse buying. 8 Future Research Avenues These limitations can be addressed in future plans by using longitudinal designs to prove causality, such as attitudinal changes before and after mindfulness training programs. Future studies need to be extended to a multi-city sample of Indians (or a cross-national study) to compare spiritual motivators in India and Western markets to increase the generalizability of findings to other geographic areas. A more comprehensive model could be achieved by including all aspects of the TPB, such as subjective norms, perceived behavioral control, and test moderators (income, age, gender, education level, and type of product, e.g., lipstick, skincare, or haircare). Mechanisms could be causally proved through experimental approaches of spirituality priming through adverts or mindfulness apps, and intentions to actual behavior, including purchase receipts, loyalty data or experiments in the cosmetics store, would help bridge the intent-behaviour gap on impulse types. Other avenues are to investigate parallel mediators such as environmental concern, materialism or religiosity, cultural moderators such as caste or regional differences in India; to compare spiritual influences across cosmetics sub-segments (luxury versus mass-market) to determine interventions such as mindful beauty workshops or karma-based CSR campaigns to have an effect on sales; to study the effect of technology such as an AI ingredient scanner on mindfulness-driven purchases or to analyze panel data at the macro level by matching national spiritual trends. Declarations There is no conflict of interest among authors. Ethical Consideration This study followed standard ethical guidelines for research involving human participation. As it involved a voluntary survey with minimal risk, formal ethical approval was not as per institutional guidelines. Informed consent was obtained and participants were assured of anonymity, confidentiality and their right to withdraw at any time. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-9309805","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Article","associatedPublications":[],"authors":[{"id":637184951,"identity":"f0c87b62-3ce3-4243-b6cd-f90a6bdba1c9","order_by":0,"name":"Reetu Choudhary","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAABCklEQVRIiWNgGAWjYBACfv7GhgMJBv947A8zNhh8YDggAxKVACMcQHLG4YMPPlQckGM43nygcAbDAR6CWgwOpCUbzjhzwJjhzLGEzzwILXjAgTNm0rxtdxIbZ+QYbrapucNjcID54G0eBos8XDoYm3tAWp4lNkvkGBvnHHsG1MKWbM3DIFGMSwszA9gW5sQ2iRwz49yGw0AtPGbSQC2JDTi0sDHkQLT0SOSY/7YEa+H/hlcLDwPY+4eNJXiOJRgzQmxhw6tFQgIcyGlyBuzNBwx7gH6RPMxmbDnHALcW+/PgqLThMWAGRuWPmjtyfMebH954U1GHUwsWwAwiDIhXPwpGwSgYBaMAEwAACMxdmXchFwoAAAAASUVORK5CYII=","orcid":"","institution":"Chaudhary Bansi Lal University","correspondingAuthor":true,"prefix":"","firstName":"Reetu","middleName":"","lastName":"Choudhary","suffix":""},{"id":637184952,"identity":"0a88d547-9e41-4941-9a15-496525ca1b75","order_by":1,"name":"Preeti Devi","email":"","orcid":"","institution":"Chaudhary Bansi Lal University","correspondingAuthor":false,"prefix":"","firstName":"Preeti","middleName":"","lastName":"Devi","suffix":""}],"badges":[],"createdAt":"2026-04-03 07:08:38","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-9309805/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-9309805/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":109052595,"identity":"4816ce90-0afd-47d5-973d-d701810bcec3","added_by":"auto","created_at":"2026-05-12 07:01:52","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":97358,"visible":true,"origin":"","legend":"\u003cp\u003eConceptual framework developed by researcher\u003c/p\u003e","description":"","filename":"1.png","url":"https://assets-eu.researchsquare.com/files/rs-9309805/v1/7ae039805be923928c80c968.png"},{"id":109052598,"identity":"947c04fa-2f5b-4445-afaf-6ca9dee734ea","added_by":"auto","created_at":"2026-05-12 07:01:52","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":98257,"visible":true,"origin":"","legend":"\u003cp\u003eSmartPLS output\u003c/p\u003e","description":"","filename":"2.png","url":"https://assets-eu.researchsquare.com/files/rs-9309805/v1/8eea5db8b8cba82e4fbeb139.png"},{"id":109249249,"identity":"d0d2551c-360f-42ee-a90d-a5cc5cd3d9f8","added_by":"auto","created_at":"2026-05-14 08:46:18","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":647037,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-9309805/v1/4e3dd78c-53fd-4999-9e48-9e99da576b28.pdf"},{"id":109068129,"identity":"eca3161e-e20a-4955-8fe5-56c566ed3dfa","added_by":"auto","created_at":"2026-05-12 10:03:51","extension":"xlsx","order_by":1,"title":"","display":"","copyAsset":false,"role":"supplement","size":59773,"visible":true,"origin":"","legend":"","description":"","filename":"finalfileofsacredpaths.xlsx","url":"https://assets-eu.researchsquare.com/files/rs-9309805/v1/54fe34ffd9248eea53269a89.xlsx"},{"id":109067940,"identity":"a81b2099-8062-42b9-a395-64a3ace57781","added_by":"auto","created_at":"2026-05-12 10:02:44","extension":"docx","order_by":2,"title":"","display":"","copyAsset":false,"role":"supplement","size":19118,"visible":true,"origin":"","legend":"","description":"","filename":"AppendixA.docx","url":"https://assets-eu.researchsquare.com/files/rs-9309805/v1/acc8b5be0b02a9699eb06d89.docx"}],"financialInterests":"No competing interests reported.","formattedTitle":"The Sacred Path to Sustainable Beauty: The role of Spirituality, Karmic Beliefs and Mindfulness in sustainable cosmetics purchase","fulltext":[{"header":"1 Introduction","content":"\u003cp\u003eSerious environmental problems, such as micro plastic pollution from cosmetics and 120\u0026nbsp;billion units of annual packaging waste have made it necessary to rethink the current purchase patterns towards sustainable cosmetics (Juliano \u0026amp; Magrini, \u003cspan citationid=\"CR56\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; Koay \u0026amp; Ahmed, \u003cspan citationid=\"CR61\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Wirtu, \u003cspan citationid=\"CR95\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). There are countless harms caused by unsustainable purchases in the natural world, which are most vividly felt through the growing amount of plastic waste and mass deforestation. As an example, in 2016, some 11 000,000 metric tonnes of plastic ended up in the waters of marine ecosystems, a number that is estimated to reach 29 000,000 metric tonnes by 2040 unless action is taken (Lewis, \u003cspan citationid=\"CR64\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). These results highlight the necessity of changing in purchase patterns as a strategy to preserve planetary environments. The growing pace of a shift toward sustainable purchase has forced both academics and industry practitioners to reevaluate the psychological, ethical and spiritual preconditions that shape consumer decision-making, especially in the cosmetics sector since the issue of chemical toxicity, microplastic pollution, non-biodegradable packaging, animal testing and carbon-intensive manufacturing processes have gained particular importance. Many scientific studies have shown that cosmetic products are a significant source of microplastic pollution in the marine environment (Bashir et al., \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Sun et al., \u003cspan citationid=\"CR82\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Consumer demand for cosmetics with environmentally, cruelty, vegan and ethically conscious preferences has shown an exponential increase in response to an increase in environmental and social awareness of beauty product preferences (Magano et al., \u003cspan citationid=\"CR65\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Varma \u0026amp; Ray, \u003cspan citationid=\"CR87\" class=\"CitationRef\"\u003e2023\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe theory of planned behaviour (TPB) effectively predicts purchase intentions through attitude, yet requires extensions to the cosmetics emotional, value-driven context (Ajzen \u0026amp; Driver, \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e1991\u003c/span\u003e). While studies add sustainability to attitude (J. Chin et al., \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Koay \u0026amp; Ahmed, \u003cspan citationid=\"CR61\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Tengli \u0026amp; Srinivasan, \u003cspan citationid=\"CR84\" class=\"CitationRef\"\u003e2022\u003c/span\u003e), spiritual-psychological antecedents, such as spirituality, mindfulness, and karmic beliefs remain underexplored despite their cultural relevance in India where ethical consumption aligns with spiritual harmony. Constructs such as mindfulness, spirituality and karmic beliefs explain how people incorporate personal values and ethical awareness into everyday buying behaviors (Daniel et al., \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Fischer et al., \u003cspan citationid=\"CR38\" class=\"CitationRef\"\u003e2017\u003c/span\u003e). Mindfulness refers to a non-judgemental awareness of the current experience of present reality (Kabat-Zinn, \u003cspan citationid=\"CR57\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Mindful individuals show greater awareness of purchase intention and tend to evaluate its implications towards health, society, and the environment. Earlier studies have found that mindfulness reduces impulsive buying, materialism and conspicuous consumption, while encouraging reflective, ethical and sustainable buying behavior (Bharti et al., \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Dhandra, \u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Mindfulness enables emotional regulation and compassion, and helps consumers make their purchase choices according to sustainable values instead of being driven by immediate gratification (Wamsler \u0026amp; Brink, \u003cspan citationid=\"CR89\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). Therefore, mindfulness can strengthen consumer\u0026rsquo;s intention to purchase sustainable cosmetics by creating a more value-oriented purchase.\u003c/p\u003e \u003cp\u003eSpirituality is conceptualized in relation to the institutional structures of institutionalized religion, and is essentially a complex of affective and cognitive aspects such as connectedness, meaning, and transcendence, with the moral imperative of individuals to the rest of the natural world and themselves (Ellison, \u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e1983\u003c/span\u003e; Fisher, \u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2010\u003c/span\u003e). People with strong spiritual values often perceive a moral act as opposed to a purely utilitarian one. The feeling of spiritual welfare is empirically linked to prosocial traits, environmental concerns, and practices that lead to the harmony and stewardship of natural systems (Mishra et al., \u003cspan citationid=\"CR68\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Apparently, customers who experience a high degree of spiritual well-being prefer cosmetics designed to reduce environmental degradation, comply with environmentally responsible production standards and express a more general interest in the well-being of the planet. The spiritual paradigm extends the definition of well-being beyond individual satisfaction to include interpersonal and environmental prosperity, which is a conceptual connection deeply related to sustainability goals (Geiger et al., \u003cspan citationid=\"CR41\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Kjell et al., \u003cspan citationid=\"CR59\" class=\"CitationRef\"\u003e2016\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eKarmic beliefs offer another meaningful lens for understanding the purchase intention of sustainable cosmetics. The concept of karma suggests that good actions result in positive outcomes, whereas harmful actions lead to negative outcomes, either now or in the future (Kulow \u0026amp; Kramer, \u003cspan citationid=\"CR62\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Mulla \u0026amp; Krishnan, \u003cspan citationid=\"CR70\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). People who believe in karma generally view ethical behaviour as an investment that recouples moral profits and simultaneously provides protection against detrimental effects (Mo et al., \u003cspan citationid=\"CR69\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). It has been empirically found that people who make decisions using karmic logic are significantly more willing to act pro-socially and pro-environmentally, which seems to depend on their belief in such practices as both morally good and beneficial to themselves (Duong, Nguyen, et al., \u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Wiese, \u003cspan citationid=\"CR94\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Karma empowers individuals with a sense of agency over future outcomes, encouraging honesty and socially responsible choices (White \u0026amp; Norenzayan, \u003cspan citationid=\"CR93\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). In the context of cosmetics, karmic beliefs may drive consumers to select sustainable products to accumulate positive moral merit and avoid participation in environmentally harmful practices.\u003c/p\u003e \u003cp\u003eAlthough sustainability psychology has received growing academic interest, little rigorous research has been conducted on the integrative effects of mindfulness, spirituality, and karmic beliefs on consumer\u0026rsquo;s purchase intentions toward sustainable cosmetics. The existing literature has addressed the constructs mostly individually, or has focused on general environmental behaviors, thus neglecting the uniqueness of cosmetics as a kind of product that is inherently connected to identity, expression and moral values (Amel et al., \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e2009\u003c/span\u003e; Romani et al., \u003cspan citationid=\"CR74\" class=\"CitationRef\"\u003e2016\u003c/span\u003e). Therefore, this study aims to explore the combined effect of karmic beliefs, spirituality and mindfulness on consumer intentions to purchase sustainable cosmetic products. The synthesis of psychological, ethical, and spiritual factors provides deeper insights into why consumer intend to adopt sustainable cosmetics and explains how individual belief systems can strengthen the well-being of the environment and society at large.\u003c/p\u003e"},{"header":"2 Conceptual Framework and Hypothesis Development","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e \u003ch2\u003e2.1 Karmic beliefs\u003c/h2\u003e \u003cp\u003eKarmic belief (KB) can play a key influence in shaping consumer perceptions of eco-friendly products. People with strong karmic beliefs tend to develop more positive attitudes toward sustainable products. This is because KB is based on the idea of moral cause and affects the belief that one's actions have consequences not only for themselves, but also for society and the environment (Chen et al., \u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Duong, \u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Recent research shows that Karma belief increases consumers environmental awareness and global warming belief, which in turn increases their willingness to purchase green products (Agarwala et al., \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Sahetapy et al., \u003cspan citationid=\"CR76\" class=\"CitationRef\"\u003e2021\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eIn essence, belief in karma reflects justice motive theory, which suggests that the universe gives outcomes that match individuals\u0026rsquo; actions (Kulow \u0026amp; Kramer, \u003cspan citationid=\"CR62\" class=\"CitationRef\"\u003e2016\u003c/span\u003e). As a result, consumers who believe in karma tend to see eco-friendly products as a means of aligning their actions with their values, which contributes to a positive change towards environmental and social aspects. Therefore, it is proposed that stronger karmic beliefs may lead to more favourable attitudes toward green cosmetics, which can be hypothesized as follows:\u003c/p\u003e \u003cp\u003eH1: Karmic Beliefs has positive impact on attitude towards sustainable cosmetics.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec4\" class=\"Section2\"\u003e \u003ch2\u003e2.2 Mindfulness\u003c/h2\u003e \u003cp\u003eMindfulness heightens self-awareness, enabling people to break free from automatic, habitual consumption behaviors (Fischer et al., \u003cspan citationid=\"CR38\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; Grossman et al., \u003cspan citationid=\"CR43\" class=\"CitationRef\"\u003e2004\u003c/span\u003e). Individuals with mindfulness are more deliberate in their purchasing decisions and are less influenced by routine-driven habits (Bahl et al., \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2016\u003c/span\u003e). This enhanced self-awareness promotes intrinsic and non-material values (Brown \u0026amp; Kasser, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2005\u003c/span\u003e; Ericson et al., \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2014\u003c/span\u003e), which are often linked to environmentally sustainable actions. Some empirical studies have highlighted a positive correlation between mindfulness and environmentally responsible behavior (Barbaro \u0026amp; Pickett, \u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Brown \u0026amp; Kasser, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2005\u003c/span\u003e; Panno et al., \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). Individuals who exhibit higher levels of dispositional mindfulness tend to be more conscious of their purchase patterns and the environmental consequences of their actions (Brown \u0026amp; Ryan, \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2003\u003c/span\u003e; Rosenberg, \u003cspan citationid=\"CR75\" class=\"CitationRef\"\u003e2004\u003c/span\u003e). Mindfulness has also been associated with reduced materialism, both of which are key drivers of pro-environmental behaviour (Brown \u0026amp; Kasser, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2005\u003c/span\u003e; Ericson et al., \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2014\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eIn their review of the existing literature, Brown \u0026amp; Kasser, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2005\u003c/span\u003e directly associated dispositional mindfulness with ecological responsibility, while Klug \u0026amp; Niemand, \u003cspan citationid=\"CR60\" class=\"CitationRef\"\u003e2021\u003c/span\u003e provided evidence of a positive link between mindfulness and precycling a proactive approach to waste reduction. Amel et al., \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e2009\u003c/span\u003e noted that mindfulness fosters sustainable behavior by increasing attentiveness and encouraging self-reflection on purchase choices.\u003c/p\u003e \u003cp\u003ePanno et al., \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2018\u003c/span\u003e further identified that the connection between mindfulness and pro-environmental behaviour is mediated by reduced social dominance orientation, meaning that mindful individuals are less likely to support social hierarchies. Geiger et al., \u003cspan citationid=\"CR41\" class=\"CitationRef\"\u003e2020\u003c/span\u003e revealed that mindfulness contributes to sustainable consumer habits by promoting healthier lifestyle choices (e.g., better diet and physical activity) and lowering materialistic values, both of which support environmental responsibility. Additionally, Barbaro \u0026amp; Pickett, \u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2016\u003c/span\u003e found that the link between mindfulness and pro-environmental behavior is influenced by a deeper sense of connection to nature. Barber \u0026amp; Deale, \u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2014\u003c/span\u003e also demonstrated that mindful individuals tend to show greater concern for others, society and the environment leading to more sustainable behaviour. Hence it can be hypothesized as:\u003c/p\u003e \u003cp\u003eH2: Mindfulness has positive impact on attitude towards sustainable cosmetics.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec5\" class=\"Section2\"\u003e \u003ch2\u003e2.3 Spirituality\u003c/h2\u003e \u003cp\u003eSpirituality allows people to live together by explaining the meaning, intention and logic behind moral ideas (Nelson-Becker, 2008). Caring for and appreciating nature is linked to environmental spirituality (J. W. Fisher et al., 2000). Researchers have recently linked spiritual ideas, such as transcendental perspectives, mindfulness, the desire to help others and worshipping nature with sustainable consumption (Sheth et al., \u003cspan citationid=\"CR79\" class=\"CitationRef\"\u003e2011\u003c/span\u003e). Hence, we can say that spirituality supports social and environmental sustainability. Spirituality is also associated with mindfulness (Joshi \u0026amp; Rahman, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Spiritual people connect to people, the environment, and the universe, leading to sustainable or ecological aims. Spirituality motivates and shapes people to buy eco-friendly products. This can be seen as an essential factor influencing a person's purchasing behaviour (Joshi \u0026amp; Rahman, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Recent studies demonstrates that spirituality not only improves attitude towards sustainable consumption but also directly raises sustainable purchase intention (Gupta \u0026amp; Bhardwaj, \u003cspan citationid=\"CR44\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Preston, \u003cspan citationid=\"CR73\" class=\"CitationRef\"\u003e2022\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eSpirituality refers to the \u0026lsquo;life force\u0026rsquo; by which humans behave; spirit is a fundamental motivator for human behavior, including consumption (Dyson et al., \u003cspan citationid=\"CR33\" class=\"CitationRef\"\u003e1997\u003c/span\u003e). Despite this, consumer researchers are still unsure about spirituality and how it affects consumer choices. Therefore, it is essential to determine the relationship between spirituality and sustainable purchase intention for cosmetic products in the present global context. Previous research has demonstrated a positive correlation between spirituality and consumers' intention to purchase green products (Chairy, \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2012\u003c/span\u003e). This indirectly establishes that spirituality, an integral part of religiosity, has a similar impact on green purchase behavior. However, empirical data establishing the influence of spirituality on consumers' sustainable purchasing is lacking. A consumer research survey indicates a dearth of studies that examine spiritual motivations for consumption. Spirituality is a complicated, varied phenomenon that cannot be reduced to a single behavior or experience (Emmons \u0026amp; Paloutzian, \u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2003\u003c/span\u003e). Instead, spirituality consists of several interconnected concepts that produce cohesive but complex totality (Skousgaard, \u003cspan citationid=\"CR80\" class=\"CitationRef\"\u003e2006\u003c/span\u003e). A review of the literature reveals that several studies have shown the role of spirituality in consumer motivation and behavior. Many researchers support the proposition that low spirituality affects unethical behavior (Kennedy \u0026amp; Lawton, \u003cspan citationid=\"CR58\" class=\"CitationRef\"\u003e1998\u003c/span\u003e; Swimberghe et al., \u003cspan citationid=\"CR83\" class=\"CitationRef\"\u003e2011\u003c/span\u003e; Vitell et al., \u003cspan citationid=\"CR88\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Weaver \u0026amp; Agle, \u003cspan citationid=\"CR91\" class=\"CitationRef\"\u003e2002\u003c/span\u003e). Another study found that spirituality and self-transcendence can influence green-purchase behavior (Chairy, \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2012\u003c/span\u003e). This can be hypothesized as:\u003c/p\u003e \u003cp\u003eH3: Spirituality has positive impact on attitude towards sustainable cosmetics.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec6\" class=\"Section2\"\u003e \u003ch2\u003e2.4 Attitude toward sustainable cosmetics and the intention to purchase sustainable cosmetics\u003c/h2\u003e \u003cp\u003eAjzen, \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e1991\u003c/span\u003e describes attitude as how positively or negatively a person evaluates a certain behaviour. In this study, we use Ajzen, \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e1986\u003c/span\u003e definition of attitude, which views it as how a consumer mentally judges sustainable consumption specifically and, how they think about ethical and eco-friendly buying. According to Chou et al., \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2012\u003c/span\u003e, attitude is a strong and logical predictor of sustainable consumption behavior.\u003c/p\u003e \u003cp\u003ePeople who care about the environment and have a positive attitude toward it are more likely to make green purchases and choose sustainable products (Canova et al., \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Hines et al., \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e1987\u003c/span\u003e). Research by Joshi \u0026amp; Rahman, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2019\u003c/span\u003e also found that young people with a positive attitude are more likely to intend to purchase sustainably. Many studies supported the idea that attitude plays a key role in shaping consumers' intentions to act sustainably (Sreen et al., \u003cspan citationid=\"CR81\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Wang et al., \u003cspan citationid=\"CR90\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Zhuang et al., \u003cspan citationid=\"CR98\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). However, some studies have shown only a weak link between consumer attitudes and actual behavior (Davies et al., \u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e1995\u003c/span\u003e; Xu et al., \u003cspan citationid=\"CR96\" class=\"CitationRef\"\u003e2020\u003c/span\u003e), suggesting that this relationship requires further exploration (Joshi \u0026amp; Rahman, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Zhao et al., \u003cspan citationid=\"CR97\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). This can be hypothesized as follows:\u003c/p\u003e \u003cp\u003eH4: Attitudes towards sustainable cosmetics have a positive impact on the intention to purchase sustainable cosmetics.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec7\" class=\"Section2\"\u003e \u003ch2\u003e2.5 Mindfulness as a mediator\u003c/h2\u003e \u003cp\u003eIt is well known that the cosmetic industry is among the product lines that are most vulnerable to impulsive purchasing habits. Previous studies point to the same concern, that cosmetic buying is often emotionally based, with self-image concern, sensory, social and aspirational advertising signals as opposed to thoughtful and reflexive judgment (Ahn \u0026amp; Kwon, \u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Golalizadeh et al., \u003cspan citationid=\"CR42\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Thuy \u0026amp; Bich, \u003cspan citationid=\"CR86\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Mindfulness as a transformative power in green purchase intention has already been documented (Ji et al., \u003cspan citationid=\"CR54\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). Mindful consumerism is defined as smart, compassionate, non-violent, and ethically based consumption (Zsolnai \u0026amp; Kovacs, 2021). Initial groundwork found that mindfulness fosters non-materialistic well-being and sustainability by reducing impulsive buying behavior and increasing intrinsic satisfaction and interconnectedness (Jacob \u0026amp; Brinkerhoff, \u003cspan citationid=\"CR53\" class=\"CitationRef\"\u003e1999\u003c/span\u003e). Later research proved that mindfulness decreases materialism, anxiety, and impulsive consumption and promotes ethical and responsible conduct in the environment (Bahl et al., \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Ericson et al., \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). These processes are especially relevant in the context of the cosmetic consumption where the process of buying a product can be described as automatic and subjective in nature. Spiritually oriented consumers can be interested in the idea of harmony with nature and ethical responsibility; however, these aspects cannot be directly transformed into positive attitudes toward sustainable cosmetics without being supported by mindful awareness. Mindfulness can help consumers be mindful of product properties such as ingredient safety, cruelty-free, environmental concerns and ethical sourcing and think over their implications. In this way, spirituality is converted into mindfulness awareness, which helps to create positive evaluations of sustainable cosmetic products in terms of attitude. In addition, mindful consumers are more likely to focus on personal wellbeing, community welfare, and the environmental welfare, which are fundamental values of sustainable cosmetics (Sheth et al., \u003cspan citationid=\"CR79\" class=\"CitationRef\"\u003e2011\u003c/span\u003e). Hence, mindfulness is a critical psychological process that describes how spiritual values are converted to positive attitudes towards sustainable cosmetics.\u003c/p\u003e \u003cp\u003eH5: Mindfulness positively mediates the relationships between spirituality and attitude towards sustainable cosmetics.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003c/div\u003e"},{"header":"3 Methodology","content":"\u003cp\u003eIn this study a quantitative research design was used. The hypothesized relationships among the constructs were formulated and empirically tested using PLS-SEM 4.0. A total of 400 questionnaires were distributed, of which 326 were deemed valid and suitable for statistical analysis. The adequacy of the sample size is supported by the G*Power program, which suggest a minimum sample size of 218, a significance level of 0.05, and a power of 0.95. Eventually, a total of 326 complete responses were received for the study, which was sufficient to run the model because the present study\u0026rsquo;s sample size is higher than this benchmark.\u003c/p\u003e \u003cp\u003ePrimary data were gathered using a structured questionnaire developed for this study by adapting and modifying previously validated measurement scales. The original items were modified by incorporating references to sustainable cosmetics to ensure relevance to the study context while preserving the conceptual meaning of the constructs. The questionnaire consisted of two sections: the first section captured respondents\u0026rsquo; demographic information, and the second section measured the study constructs using modified scale items.\u003c/p\u003e \u003cdiv id=\"Sec9\" class=\"Section2\"\u003e \u003ch2\u003e3.1 Participants\u003c/h2\u003e \u003cp\u003eThe study utilized a purposive convenience sampling technique and comprised 326 respondents, including 42% males and 58% females. Participants were selected from cities in Haryana, India. Detailed demographic characteristics of the participants are presented in Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eThe respondents' demographic specifications. (N\u0026thinsp;=\u0026thinsp;326)\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"4\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDemographic Characteristics\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eGroup\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFrequency\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePercentage\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eGender\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e135\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e41.41%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFemale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e191\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e58.59%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAge\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLess than 26\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e126\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e38.65%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e26\u0026ndash;40\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e144\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e44.17%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e41\u0026ndash;60\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e56\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e17.18%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEducational Qualification\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBelow Graduation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e21\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e6.44%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eGraduation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e203\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e62.27%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePost graduation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e102\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e31.29%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eOccupation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eHome Maker\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e61\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e18.71%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eStudent\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e100\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e30.67%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePrivate Employee\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e78\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e23.93%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eGovernment Employee\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e64\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e19.63%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eOthers\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e23\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e7.06%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDistrict\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eGurugram\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e33\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e10.12%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMahendragarh\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e29\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e8.90%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eRewari\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e37\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e11.35%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eRohtak\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e28\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e8.59%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eJhajjar\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e36\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e11.04%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCharkhi Dadri\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e45\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e13.80%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSonipat\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e76\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e23.31%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBhiwani\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e42\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e12.88%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec10\" class=\"Section2\"\u003e \u003ch2\u003e3.2 Measures\u003c/h2\u003e \u003cp\u003eAll constructs were measured using a 5-point Likert scale (1\u0026thinsp;=\u0026thinsp;Strongly Disagree, 5\u0026thinsp;=\u0026thinsp;Strongly Agree). Spirituality was measured using 6-item scale developed by (Sharma \u0026amp; Sharma, \u003cspan citationid=\"CR78\" class=\"CitationRef\"\u003e2017\u003c/span\u003e). Modified 6-items scale of karmic beliefs developed by Duong et al., \u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e2024\u003c/span\u003e was used. Adapted 6- items scale of mindfulness by Brown \u0026amp; Ryan, \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2003\u003c/span\u003e and 5- items scale of attitude towards sustainable cosmetics and intention to use sustainable cosmetics adopted from Maichum et al., \u003cspan citationid=\"CR66\" class=\"CitationRef\"\u003e2016\u003c/span\u003e.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec11\" class=\"Section2\"\u003e \u003ch2\u003e3.3 Method of Analysis\u003c/h2\u003e \u003cp\u003ePLS-SEM was used to analyse the data. PLS-SEM was used for the following reasons: 1. Exploratory Study: This study is exploratory as it proposed and tested new linkages among the constructs. PLS-SEM is the most suitable exploratory research framework (J. F. Hair et al., \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2019\u003c/span\u003e).\u003c/p\u003e \u003cp\u003e2 Robustness: A particularly prominent research stream in PLS-SEM has provided complementary methods for assessing the results\u0026rsquo; robustness (J. F. Hair et al., \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Latan, \u003cspan citationid=\"CR63\" class=\"CitationRef\"\u003e2018\u003c/span\u003e).\u003c/p\u003e \u003cp\u003e3. Sample Size and Data Normality: PLS is commonly extended to both large and small samples without concern for data normality. Previous studies have proven that PLS does not impose sample size restrictions on underlying data (Marcoulides \u0026amp; Saunders, \u003cspan citationid=\"CR67\" class=\"CitationRef\"\u003e2006\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e"},{"header":"4 Results","content":"\u003cp\u003eTwo-stage analysis was used, at the initial phase the measurement model was tested by measuring internal consistency reliability, convergent and discriminant validity. In stage two, the structural model was tested to test the proposed hypotheses. Data analysis was performed by estimating the measurement model and examining the structural model (J. F. Hair et al., \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2019\u003c/span\u003e).\u003c/p\u003e \u003cdiv id=\"Sec13\" class=\"Section2\"\u003e \u003ch2\u003e4.1 Measurement Model\u003c/h2\u003e \u003cp\u003eThe measurement model includes reliability and validity testing (J. F. Hair et al., \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). The measurement model was tested in terms of item loading, rho A, average variance extracted (AVE) and discriminant validity using SmartPLS. According to the results, the loading of all the factors is above the recommended level of 0.707 (W. W. Chin, \u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2010\u003c/span\u003e), which confirms satisfactory reliability as shown in Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e. Reliability and validity are important areas involved in measuring evaluations (Henseler et al., \u003cspan citationid=\"CR49\" class=\"CitationRef\"\u003e2015\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eCronbach\u0026rsquo;s alpha is considered a conservative metric and composite reliability is a liberal metric. Between these two, Rho_A (PA) exists, which represents the actual construct reliability (Dijkstra \u0026amp; Henseler, \u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). J. Hair \u0026amp; Alamer, \u003cspan citationid=\"CR45\" class=\"CitationRef\"\u003e2022\u003c/span\u003e suggest that actual construct reliability falls between 0.70 and 0.95. Average Variance Extracted (AVE) was used to determine the construct\u0026rsquo;s convergent validity (J. F. Hair et al., \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). This means that over half of the variations in the measured items could be explained by the construct. Above 0.5 AVE is considered good (J. F. Hair et al., \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). These findings provide strong convergent validity (Bagozzi et al., \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e1998\u003c/span\u003e; Cheung et al., \u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Discriminant validity indicates how well a construct differs from other variables in the model. Henseler et al., \u003cspan citationid=\"CR49\" class=\"CitationRef\"\u003e2015\u003c/span\u003e argues that, unlike the Fornell-Larcker criterion (Fornell \u0026amp; Larcker, \u003cspan citationid=\"CR40\" class=\"CitationRef\"\u003e1981\u003c/span\u003e), the heterotrait-monotrait (HTMT) ratio provides a superior approach for evaluating discriminant validity among constructs. Accordingly, HTMT measures have been applied in data analysis, and value below 0.85 indicates adequate discriminant validity for conceptually distinct constructs. Bootstrapping confirmed that these HTMT values significantly differed from 1.00.\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e presents the HTMT discriminant validity results, and Table \u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e reports the reliability, convergent validity and factor loadings. The findings confirm that the model is valid and reliable according to the established criteria.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eValidity and Reliability\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"6\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eConstructs\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFactor Loading\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCronbach's alpha\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eComposite reliability (rho_a)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eComposite reliability (rho_c)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAverage variance extracted (AVE)\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eATT\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.752\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.758\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.834\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.503\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eATT1\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.723\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eATT2\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.750\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eATT3\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.741\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eATT4\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.740\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eATT5\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.740\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e 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colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eIN3\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.749\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eIN4\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.713\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eIN5\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.766\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eKB\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.867\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.875\u003c/p\u003e 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\u003cp\u003e\u003cb\u003eKB4\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.798\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eKB5\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.708\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eKB6\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.752\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eMF\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.809\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.827\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.860\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.508\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eMF1\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.745\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eMF2\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.736\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eMF3\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.714\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eMF4\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.757\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eMF5\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.743\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eMF6\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.771\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eSP\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.859\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.865\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.894\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.584\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eSP1\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.773\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eSP2\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.797\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eSP3\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.765\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eSP4\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.776\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eSP5\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.741\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eSP6\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.732\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"6\"\u003eNote: ATT= Attitude towards sustainable cosmetics; IN= Intention to purchase sustainable cosmetics; KB= Karmic beliefs; MF= Mindfulness; SP= spirituality.\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eHTMT Discriminant Validity\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"6\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eATT\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eATT\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eIN\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eKB\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eMF\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eSP\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eIN\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.799\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eKB\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.697\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.720\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eMF\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.661\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.659\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.543\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eSP\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.750\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.670\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.613\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.479\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"6\"\u003eNote: ATT= Attitude towards sustainable cosmetics; IN= Intention to purchase sustainable cosmetics; KB= Karmic beliefs; MF= Mindfulness; SP= spirituality.\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec14\" class=\"Section2\"\u003e \u003ch2\u003e4.2 Structure Model\u003c/h2\u003e \u003cp\u003eHair et al., \u003cspan citationid=\"CR46\" class=\"CitationRef\"\u003e2011\u003c/span\u003e described four key steps for evaluating the structural model: (1) assessing multicollinearity, (2) examining R\u0026sup2; values, (3) testing path coefficient significance and (4) checking predictive relevance through Q\u0026sup2; values. First, the variance inflation factor (VIF) was used to ensure that there was no multicollinearity problem. All VIF values range from 1.263 to 2.225, which falls within the acceptable range, that is less than 5 (J. F. Hair et al., \u003cspan citationid=\"CR46\" class=\"CitationRef\"\u003e2011\u003c/span\u003e). Second, the coefficient of determination (R\u003csup\u003e2\u003c/sup\u003e value) was checked to determine the predictive strength of the model. Table\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e shows the R\u003csup\u003e2\u003c/sup\u003e values of three endogenous variables: attitude, intention, and mindfulness. They stand at 56.9%, 36.8% and 17.5% respectively, which are all above 10% and therefore the model has a better predictive force (Falk \u0026amp; Miller, \u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e1992\u003c/span\u003e). Thus, R\u003csup\u003e2\u003c/sup\u003e was an excellent predictor of the structural model. Table\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e demonstrates the hypotheses tested using the path coefficients and p-values. Third, we evaluate the importance of path coefficients through the bootstrapping method at the levels of significance of 5% and 5000 subsamples (W. W. Chin, \u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e1998\u003c/span\u003e; J. F. Hair et al., \u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2012\u003c/span\u003e). Finally, R\u003csup\u003e2\u003c/sup\u003e was not the only measure we used to evaluate the predictive validity of the structural model; we also used Q\u003csup\u003e2\u003c/sup\u003e. The exogenous constructs are predictive of the endogenous construct, as Q\u003csup\u003e2\u003c/sup\u003e of the endogenous variables is greater than zero (MF:0.161; ATT:0.494; IN:0.351). To measure the fitness of the structural model we computed the square root mean residual; the value proved to be 0.064 and the accepted value was expected to be less than 0.08 (Hu \u0026amp; Bentler, \u003cspan citationid=\"CR52\" class=\"CitationRef\"\u003e1999\u003c/span\u003e) and, implying that the structural model, was well fitted. Additionally, we estimated the goodness-of-fit (GoF) value based on the equation proposed by Wetzels et al., \u003cspan citationid=\"CR92\" class=\"CitationRef\"\u003e2009\u003c/span\u003e. In present the study, we used the values of R\u003csup\u003e2\u003c/sup\u003e and AVE. The findings indicated that the GoF was 0.449, which exceeded the standard value of 0.26. Thus, the model had a good fit. The F\u0026sup2; values indicate the extent to which the independent variables affect dependent variables. According to Cohen, \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2016\u003c/span\u003e, effect sizes of 0.02, 0.15 is considered as small, medium, and 0.35 as large. There is a large effect size for attitude towards sustainable cosmetics on intention to purchase sustainable cosmetics; the effect of spirituality on attitude and mindfulness is medium, while others have a small effect size.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec15\" class=\"Section2\"\u003e \u003ch2\u003e5.3 Testing of Hypothesis\u003c/h2\u003e \u003cp\u003eThe findings of bootstrapping analysis are presented in Table \u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e. These results demonstrate that karmic beliefs have a positive and significant effect on attitudes towards sustainable cosmetics (β\u0026thinsp;=\u0026thinsp;0.221, p\u0026thinsp;\u003cem\u003e=\u003c/em\u003e\u0026thinsp;0.001), supporting H1. Mindfulness and spirituality also positively and significantly influenced attitudes (β\u0026thinsp;=\u0026thinsp;0.279, p\u0026thinsp;=\u0026thinsp;0.000), (β\u0026thinsp;=\u0026thinsp;0.426, p\u0026thinsp;=\u0026thinsp;0.000) respectively, confirming H2 and H3. Furthermore, attitude towards sustainable cosmetics is a positive and significant predictor of intention to purchase sustainable cosmetics (β\u0026thinsp;=\u0026thinsp;0.606, p\u0026thinsp;=\u0026thinsp;0.000), supporting H4. For H5, spirituality positively and significantly affected mindfulness (β\u0026thinsp;=\u0026thinsp;0.418, p\u0026thinsp;=\u0026thinsp;0.000) and the mediation revealed a significant indirect effect of spirituality on attitude towards sustainable cosmetics (β\u0026thinsp;=\u0026thinsp;0.110, p\u0026thinsp;=\u0026thinsp;0.003), confirming partial mediation.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003ePath coefficients for direct relationships\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"9\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c9\" colnum=\"9\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eHypothesis\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePaths\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003ePath Coefficient (β\u003cem\u003e)\u003c/em\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eSample mean (M)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eStandard Error\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eF\u003csup\u003e2\u003c/sup\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eT value\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003eP values\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported or not\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eH1\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eKB ➔ ATT\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.221\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.221\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.065\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.072\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e3.398\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c8\"\u003e \u003cp\u003e0.001\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eH2\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMF ➔ ATT\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.279\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.283\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.050\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.134\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e5.549\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c8\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eH3\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSP ➔ ATT\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.426\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.425\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.047\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.281\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e9.042\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c8\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eH4\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eATT ➔ IN\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.606\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.605\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.069\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.581\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e8.740\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c8\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e\u003cb\u003eH5\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSP ➔ MF\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.418\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.418\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.076\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.212\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e5.472\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c8\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab5\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 5\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eR square\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eATT\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eR-square\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eR-square adjusted\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003e0.569\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.565\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIN\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.368\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.366\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMF\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.175\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.172\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab6\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 6\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eSpecific indirect effect\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"7\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePaths\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePath Coefficient\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSample mean (M)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eStandard Error\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eT values\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eP values\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eInterpretation\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSP ➔ MF ➔ ATT\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e0.110\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.111\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.036\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e3.014\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.003\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSignificant Mediation\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003c/div\u003e"},{"header":"5 Discussion and Conclusion","content":"\u003cp\u003eThis study demonstrates the results of exploratory research, which focuses on the connection between spirituality, mindfulness and karmic beliefs on attitude towards sustainable cosmetics and ultimately on purchase intention of sustainable cosmetics, and the mediating role of mindfulness in the relationship between spirituality and attitude towards sustainable cosmetics. The fact that the sampled respondents have a variety of spirituality, mindfulness and karmic belief, along with the fact that previous research on the pro-sustainability roles of spirituality, and karmic beliefs is largely theoretical in nature, explains the relevance of the present study and its contribution.\u003c/p\u003e \u003cp\u003eAll hypotheses of PLS SEM H1, H2, H3, H4, and H5 are supported. The positive and significant effect of Karmic beliefs on attitudes towards sustainable cosmetics (H1) supports the arguments of (Agarwala et al., \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Chairy \u0026amp; Syahrivar, \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2020\u003c/span\u003e); positive and significant effect of mindfulness on attitude towards sustainable cosmetics (H2) supports the work of Daniel et al., \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; positive and significant effect of spirituality on attitude towards sustainable consumption (H3) supports the work of Gupta \u0026amp; Bhardwaj, \u003cspan citationid=\"CR44\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; positive and significant effect of attitude towards sustainable cosmetics on intention to purchase sustainable cosmetics supports the work of Canova et al., \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Hines et al., \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e1987\u003c/span\u003e; Joshi \u0026amp; Rahman, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2019\u003c/span\u003e. Finally, mindfulness partially mediates the relationship between spirituality and attitude towards sustainable cosmetics, which means that spirituality affects attitudes in more than one way. First, spiritual values such as harmony with nature and non-violence directly match with the cruelty free and eco-friendly features of sustainable cosmetics, so spiritual people like these products without much conscious thought which shows a direct effect (β\u0026thinsp;=\u0026thinsp;0.316) after considering mindfulness. Second, spirituality fosters ethical concern rooted in Indian culture which, independently drive sustainable attitudes. Mindfulness adds to cognitive awareness of product attributes but does not fully explain spirituality\u0026rsquo;s intuitive pull yielding partial mediation (β\u0026thinsp;=\u0026thinsp;0.10).\u003c/p\u003e"},{"header":"6 Practical Contribution","content":"\u003cp\u003eThe practical implications of this research can provide practitioners of cosmetics companies, retailers and policy-makers in the fast-expanding Indian sustainable beauty industry with actionable cooperative strategies. The co-branding of yoga retreats or mindfulness apps that highlight the advantages of cruelty-free sourcing and positive karma can be used by cosmetics firms such as L\u0026rsquo;Oreal, Nykaa, or Mamaearth to target high-spirituality markets in Haryana (where positive attitudes were most strongly predicted by spirituality β\u0026thinsp;=\u0026thinsp;0.426), with a direct appeal to purchase intentions (β\u0026thinsp;=\u0026thinsp;0.606) through an appeal to the spirituality-mindfulness pathway (indirect β\u0026thinsp;=\u0026thinsp;0.110). Advertisers can create such ads as Cruelty-free beauty earns you good karma, add product attributes such as QR codes so people can check ingredients mindfully, and make spiritual values the high sales category by preventing impulse purchases in this value market. On sites such as Amazon India, retailers are able to customize their suggestions on spirituality-related queries and include checkout notifications such as: Pause: Is it cruelty-free? To push towards the green option, policymakers and non-governmental organizations can leverage influence by teaching to be mindful via mindfulness workshops, which connect spiritual ethics to ethical cosmetics, encouraging national moves toward a culture and tradition of ethical consumption.\u003c/p\u003e"},{"header":"7 Limitation","content":"\u003cp\u003eThis study has major limitations that define its context. First, the cross-sectional survey design (n\u0026thinsp;=\u0026thinsp;326 based on the Haryana convenience sample) takes people's views at the time point and does not provide arguments in terms of causality the views or intentions of people might change over time. Second, the sample comprises Haryana residents; thus, the results might not be applicable to other regions of India, other cultures and international markets where spiritual forces are not similar. Third, the model failed to measure all elements of TPB, such as subjective norms or perceived behavioral control, which could be a weakness in assessing social inferences regarding the purchase of sustainable cosmetics. Lastly, real purchase data were not measured as intentions do not necessarily translate into actions in consumer categories such as beauty, which are driven by impulse buying.\u003c/p\u003e"},{"header":"8 Future Research Avenues","content":"\u003cp\u003eThese limitations can be addressed in future plans by using longitudinal designs to prove causality, such as attitudinal changes before and after mindfulness training programs. Future studies need to be extended to a multi-city sample of Indians (or a cross-national study) to compare spiritual motivators in India and Western markets to increase the generalizability of findings to other geographic areas. A more comprehensive model could be achieved by including all aspects of the TPB, such as subjective norms, perceived behavioral control, and test moderators (income, age, gender, education level, and type of product, e.g., lipstick, skincare, or haircare). Mechanisms could be causally proved through experimental approaches of spirituality priming through adverts or mindfulness apps, and intentions to actual behavior, including purchase receipts, loyalty data or experiments in the cosmetics store, would help bridge the intent-behaviour gap on impulse types. Other avenues are to investigate parallel mediators such as environmental concern, materialism or religiosity, cultural moderators such as caste or regional differences in India; to compare spiritual influences across cosmetics sub-segments (luxury versus mass-market) to determine interventions such as mindful beauty workshops or karma-based CSR campaigns to have an effect on sales; to study the effect of technology such as an AI ingredient scanner on mindfulness-driven purchases or to analyze panel data at the macro level by matching national spiritual trends.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003eThere is no conflict of interest among authors.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEthical Consideration\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis study followed standard ethical guidelines for research involving human participation. As it involved a voluntary survey with minimal risk, formal ethical approval was not as per institutional guidelines. Informed consent was obtained and participants were assured of anonymity, confidentiality and their right to withdraw at any time.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAuthor’s Contribution\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e1\u003csup\u003est\u003c/sup\u003e Author: Conceptualisation, methodology, data collection, analysis, drafting of manuscript\u003c/p\u003e\n\u003cp\u003e2\u003csup\u003end\u003c/sup\u003e Author: Critical revision of manuscript, supervision\u003c/p\u003e\n\u003cp\u003eBoth the author approved the final version of the manuscript and agree to accountable for all\u0026nbsp;\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n \u003cli\u003eAgarwala, R., Mishra, P., \u0026amp; Singh, R. (2019). 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A case study from Qingdao. \u003cem\u003eJournal of Cleaner Production\u003c/em\u003e, \u003cem\u003e63\u003c/em\u003e, 143\u0026ndash;151. https://doi.org/10.1016/j.jclepro.2013.05.021\u003c/li\u003e\n \u003cli\u003eZhuang, W., Luo, X., \u0026amp; Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. \u003cem\u003eFrontiers in Psychology\u003c/em\u003e, \u003cem\u003e12\u003c/em\u003e. https://doi.org/10.3389/fpsyg.2021.644020\u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"humanities-and-social-sciences-communications","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"palcomms","sideBox":"Learn more about [Humanities \u0026 Social Sciences Communications](http://www.nature.com/palcomms/)","snPcode":"41599","submissionUrl":"https://submission.springernature.com/new-submission/41599/3","title":"Humanities and Social Sciences Communications","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Nature AJ","inReviewEnabled":true,"inReviewRevisionsEnabled":false},"keywords":"Spirituality, Karmic Beliefs, Purchase intention, Mindfulness, sustainable cosmetics","lastPublishedDoi":"10.21203/rs.3.rs-9309805/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-9309805/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThis study investigates the influence of spirituality, karmic beliefs and mindfulness on attitudes towards sustainable cosmetics and purchase intentions for sustainable cosmetics. Using a quantitative approach, data from 326 respondents from Haryana, India, PLS-SEM was used to analyse the proposed relationships. The findings show that spirituality, karmic belief and mindfulness have a significant and positive effect on attitudes towards sustainable cosmetics, which strongly predict purchase intention. Additionally, mindfulness partially mediates the relationship between spirituality and attitude towards sustainable cosmetics. This study contributes to existing research by exploring potential benefits of spirituality, mindfulness and karmic beliefs for addressing sustainability challenges.\u003c/p\u003e","manuscriptTitle":"The Sacred Path to Sustainable Beauty: The role of Spirituality, Karmic Beliefs and Mindfulness in sustainable cosmetics purchase","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2026-05-12 07:01:48","doi":"10.21203/rs.3.rs-9309805/v1","editorialEvents":[{"type":"communityComments","content":0},{"type":"editorInvitedReview","content":"","date":"2026-05-09T03:24:36+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"17993119141818913042152771770607139045","date":"2026-05-04T10:05:50+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"28649278256805479034487756394143277895","date":"2026-05-04T09:06:40+00:00","index":"hide","fulltext":""},{"type":"reviewersInvited","content":"","date":"2026-05-04T08:57:49+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2026-04-25T13:00:56+00:00","index":"","fulltext":""},{"type":"editorInvited","content":"","date":"2026-04-23T19:59:24+00:00","index":"","fulltext":""},{"type":"checksComplete","content":"","date":"2026-04-23T06:06:34+00:00","index":"","fulltext":""},{"type":"submitted","content":"Humanities and Social Sciences Communications","date":"2026-04-23T06:01:14+00:00","index":"","fulltext":""}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"humanities-and-social-sciences-communications","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"palcomms","sideBox":"Learn more about [Humanities \u0026 Social Sciences Communications](http://www.nature.com/palcomms/)","snPcode":"41599","submissionUrl":"https://submission.springernature.com/new-submission/41599/3","title":"Humanities and Social Sciences Communications","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Nature AJ","inReviewEnabled":true,"inReviewRevisionsEnabled":false}}],"origin":"","ownerIdentity":"0ed75751-9159-4dcf-9c37-dfb9b4728783","owner":[],"postedDate":"May 12th, 2026","published":true,"recentEditorialEvents":[{"type":"editorInvitedReview","content":"","date":"2026-05-09T03:24:36+00:00","index":36,"fulltext":""},{"type":"reviewerAgreed","content":"17993119141818913042152771770607139045","date":"2026-05-04T10:05:50+00:00","index":35,"fulltext":""},{"type":"reviewerAgreed","content":"28649278256805479034487756394143277895","date":"2026-05-04T09:06:40+00:00","index":33,"fulltext":""},{"type":"reviewersInvited","content":"3","date":"2026-05-04T08:57:49+00:00","index":"","fulltext":""}],"rejectedJournal":[],"revision":"","amendment":"","status":"under-review","subjectAreas":[{"id":67824036,"name":"Biological sciences/Psychology"},{"id":67824037,"name":"Social science/Psychology"},{"id":67824038,"name":"Humanities/Religion"}],"tags":[],"updatedAt":"2026-05-12T07:01:48+00:00","versionOfRecord":[],"versionCreatedAt":"2026-05-12 07:01:48","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-9309805","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-9309805","identity":"rs-9309805","version":["v1"]},"buildId":"XKTyCvWXoU3ODBz1xrDgd","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}