AL-Haddad, S., Awad, A., Albate, D., Almashhadani, I., & Dirani, W.
Green cosmetics recently gained much popularity, although there is still some lack of knowledge and awareness among people towards such products, especially in developing countries; nowadays, many female consumers are moving towards eco-friendly beauty products. Thus, this study aims to explore the purchase intention of female consumers in Jordan towards eco-friendly products with the effect of three selected dimensions of brand equity; which are brand awareness, brand loyalty, and perceived quality. The quantitative method was adopted to obtain the necessary information for the research; the study sample consisted of 107 female consumers, aged 20 and above. The data were collected using an online questionnaire, which was distributed on different social media platforms. SPSS software was used to analyse the collected data. The findings exhibited that all the antecedent variables had a significant positive effect on the consequent variables; further, purchase intention had the highest mean. Findings from this research could eventually furnish assistance to future and even existing cosmetics manufacturers to enhance their performance and boost sales, while keeping pace with a nation that is going green.