East Asian Journal of Multidisciplinary Research (EAJMR) Vol.2, No.5 2023: 2041-2052 2041 ( DOI prefix: https://doi.org/10.55927/eajmr.v2i5.3911 ISSN-E: 2828-1519 https://journal.formosapublisher.org/index.php/eajmr Beauty Goes Green: Effects of Eco-Label and Price Sensitivity on Filipino Gen X and Z’s Sustainable Purchasing Behaviour Nina Isabel R. Bautista 1 *, Jillian Shamira L. Palmiano 2 , Alyanna Raiza O. Reyes 3, Ysabel Maria Louise P. San Juan 4, Antonio E. Etrata 5 University of Santo Tomas, Manila, Philippines Corresponding Author: Nina Isabel R. Bautista ninaisabel.bautista.comm@ust.edu.ph A R T I C L E I N F O A B S T R A C T Keywords: Sustainability, Green Cosmetics, Consumer Purchasing Behavior, Eco- Label, Price Sensitivity Received : 05, March Revised : 10, April Accepted: 15, May ©2023 Bautista, Palmiano, Reyes, Juan, Etrata : This is an open-access article distributed under the terms of the Creative Commons Atribusi 4.0 Internasional. Several companies have adopted sustainability as a business approach to protect the social, ecological, and economic environments. This study aims to determine the influence of eco label and price sensitivity on green purchasing behavior of Filipino Gen X and Z consumers and to identify their perception towards them. An online questionnaire was distributed to 385 respondents, and the data gathered for this quantitative study were analyzed through descriptive statistics, t-test, and multiple linear regression. Results show that only price sensitivity significantly affects the purchasing behavior of Gen X. While both eco-label and price sensitivity significantly affects Gen Z’s purchasing behavior. Moreover, the presence of an eco-label influences their buying behavior since they are more knowledgeable of its relevance in products.