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The demand for green personal care products (GPPs) has been growing globally due to increasing health-care concerns. However, the purchase rate of these products among consumers remains low. This study aims to identify and model the key barriers to the purchase of GPPs.

For this purpose, the study used innovation resistance theory (IRT) as a framework to identify key barriers to the purchasing of GPPs. The barriers were identified through a systematic literature review and validated by industry and academia experts. Furthermore, using interpretive structural modelling and Matrice d’Impacts Croisés Multiplication Appliquée a un Classement, the study identifies the interrelationships among the barriers and categorizes them based on their driving and dependence power.

The findings reveal that limited availability, improper labelling standard and certification, poor performance of products and lack of government regulations are key barriers to the purchase of GPPs.

The study contributes to the existing literature on green purchase behaviour. Furthermore, it informs marketing strategies to overcome the identified barriers and increase the purchase of GPPs.

This study is the foremost empirical study that identifies and analyses the industry specific barriers to GPPs based on experts’ input and under the purview of IRT.