Abstract
The paper explores the growing interest in eco-friendly beauty and grooming products among consumers in the GCC, with a specific focus on the UAE. The study examines the link between green consumption and ethical values, investigating how these factors influence consumer behavior. A survey conducted via Google Forms, with approximately 120 responses, reveals that both values and emotions play a significant role in shaping purchasing decisions. The findings emphasize the importance of understanding consumer values, particularly ethical considerations, in predicting the intention to purchase eco-friendly products. The study suggests that brands can leverage these insights to build stronger emotional and ethical connections with consumers, particularly through initiatives such as sustainable packaging. This approach can help companies meet the rising demand for environmentally conscious beauty and grooming products in the GCC region.