Study of Consumer Behavior towards Green Product and Green Marketing Strategies in Cosmetics Industry | Original Article

ABSTRACT:

With rising product consumption all around the country, the Indian economy is expanding quickly. Due to Make in India and rising consumer demands, it is becoming more difficult to safeguard the environment while also meeting customer desires. Numerous experts have seen over the past few decades a significant shift in consumer behavior from selecting products based on factors like size, color, and flavour to other more significant ones like environment and health. Businesses have seen this shift in consumer behavior. As part of their corporate social responsibility efforts, they are implementing environmentally friendly methods into the designing, manufacturing, packaging, and marketing of their goods and services in an effort to gain an advantage in the competitive market. The main goal of the study is to determine how different natural cosmetics consumers' consumption habits are and to illustrate the enormous influence that green marketing has on the cosmetics business as a fresh, promising future development for everyone. The study identifies the variables that affect consumer decisions to purchase green products. The findings are unique in that customers grouped according to preference for green cosmetics. The information gathered in Chandigarh, India between the months of November and December 2022 utilizing an online questionnaire. 210 people responded to our questions.Suitable statistical methods were used to test the information gathered from the respondents. Results revealed that some consumers liked natural cosmetics while others opted to purchase chemical ones. The findings indicate that health and environmental awareness will be a prominent trend for both on the market for cosmetic items.There was no clear correlation between male and female respondents' allegiance to particular cosmetic brands.