Title: A paradigm shift in consumer behaviour towards green cosmetics: an empirical study

Authors: Meghna Sharma; Prachi Trivedi; Jimnee Deka

Addresses: Amity International Business School, Amity University, Noida, Uttar Pradesh, India ' Amity International Business School, Amity University, Noida, Uttar Pradesh, India ' Amity International Business School, Amity University, Noida, Uttar Pradesh, India

Abstract: This paper measures the awareness level and purchase intension of green products among consumers in Delhi/NCR. Primary data is collected in the form of structured questionnaire. Responses were collected from 160 respondents, out of which 141 responses were found to be complete and usable. Five hypotheses are made in this study and statistical tools like frequency distribution with means, one sample test, one way ANOVA, correlation and regression are used. Age and education are the demographic variables having relationship with purchase intension. It was found that there is a positive relationship between awareness and purchase intention of green cosmetics. Environment sustainability and health consciousness are factors that motivate towards green cosmetic consumption and doubtful company claims and alarming prices are factors that demotivate consumers to buy the organic cosmetics. Geographical constraint is the limitation of this study which gives path for further research on PAN India level.

Keywords: green marketing; green cosmetics; purchase intentions; awareness level; green product.

DOI: 10.1504/IJGE.2021.117681

International Journal of Green Economics, 2021 Vol.15 No.1, pp.1 - 19

Received: 27 Oct 2020
Accepted: 18 Feb 2021

Published online: 20 Sep 2021 *

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