Purpose: The research investigated the role of natural product knowledge and peer influence on the purchase intentions of Indian consumers toward plant-based cosmetics and evaluated the moderating role of premium pricing and product availability on the intention–behavior relationship between purchase intention and actual buying behavior. Design/Methodology/Approach : A sample of 168 informed consumers was purposively recruited through online media, and an online survey was conducted among them. The measurement model, structural model, and the moderating effects were assessed using partial least squares structural equation modeling.

Findings: It was found that knowledge of natural products and peer influence had a significant effect on the purchase intention, resulting in a strong predictive value of actual purchasing behavior. The price was lowered, the availability of the products was increased, and intention was transformed into behavior. Practical

Implications: The results suggested that managers should build consumer trust through transparent ingredient information and credible certifications. Leveraging peer influence via referral programs and influencer collaborations was found to enhance social validation. Addressing structural barriers through affordable products and wider distribution beyond urban centers was shown to improve intention–behavior conversion. Originality/

Value: The current study is an extension of the theory of planned behavior, incorporating culturally specific knowledge and structural market constraints in the Indian context. It contributes to understanding the sustainability intention–behavior gap and offers practical strategies for firms to align consumer intentions with sustainable purchasing behavior in emerging economies.

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