Title: Young Indian women's purchase intentions for green cosmetics: an empirical study

Authors: Anagha Shukre

Addresses: Symbiosis Centre for management Studies, Noida, A Constituent of Symbiosis International Deemed University, Pune, India

Abstract: The purpose of the study was to determine the young Indian women's purchase intentions for green cosmetics. Scanty literature is available for the green buying behaviours of the Indian people. We came across studies conducted in many Muslim countries related to halal cosmetics but very few studies were identified related to green cosmetics buying behaviour of Indian women. The study followed an exploratory cum descriptive research design. The statistical tools used were EFA, CFA and SEM. The results of the study indicated that all the hypotheses were supported. Variables like the presence of herbal ingredients, self-image, environmental consciousness, attitude, and brand awareness influenced attitude and purchase intentions. To the best of our knowledge, the study is a pioneering work for purchase intentions towards green cosmetics amongst young Indian women.

Keywords: attitude; purchase intention; young Indian women; green buying behaviour; green cosmetics.

DOI: 10.1504/MEJM.2023.130592

Middle East Journal of Management, 2023 Vol.10 No.3, pp.297 - 317

Received: 30 Sep 2021
Accepted: 16 Nov 2021
Published online: 01 May 2023 *

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