Sheela Hepsiba, M and Yamuna, S M (2024) ECO-CONSCIOUS BEAUTY: INVESTIGATING THE DRIVERS OF CONSUMER CHOICES IN SUSTAINABLE COSMETICS. ECO-CONSCIOUS BEAUTY: INVESTIGATING THE DRIVERS OF CONSUMER CHOICES IN SUSTAINABLE COSMETICS, 23 (10). pp. 576-587. ISSN 0044-0477

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Abstract

When it comes to use of cosmetic the feel and satisfaction is more important, where
these are considered to be the concepts of our physical presentation or appearance. When a
person is self-satisfied with the dressings and begin presentable improves the level of
confidence. And so, the role of cosmetic on grooming the individual plays the major role
which may be a two-product utility or twenty products used by an individual, the study
considered all equally as consumer using the cosmetic those are organic or sustainable or
green cosmetics. The research study is endured to explore the consumer behaviour towards
the utility and purchase of sustainable cosmetic products. The study is taken over with the
help of a questionnaire collected from 200 respondents and the data is then tested with
percentage analysis, chi-square, ANOVA and T-test. The results of the research study are
presented with proper analytical tables and inference. The findings stated that people are very
much aware of the brands those falls under the sustainable or green cosmetic categories.
Many a people have the habit of switching the brands to test the better results. The nature of
family has a part as an influencing factor of buying a green cosmetic. Where in Indian culture
use of cosmetic is very less and in that case generation by generation people are nature lovers
and organic preferred personalities. The study outcome is also evident that purchase of
sustainable or green cosmetics is more in number and the use of multiple products are also
high.

Item Type: Article
Uncontrolled Keywords: Sustainable Cosmetic, Consumer Choices, Influence of Product, Green concepts, Purchase Intention.
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Dr. B Sivakumar
Date Deposited: 17 Feb 2026 07:31
Last Modified: 17 Feb 2026 07:31
URI: https://ir.psgcas.ac.in/id/eprint/2607

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