Cosmetic Choices in the Green Era: Evaluating Sustainable and Green Practices’ Influence on Consumers

Shweta; Komal Yadav; Vaishali  Ojha; Ashish  Mathur

doi:10.21844/crr.v2i02.1132

Shweta Research Scholar, Department of Management Studies, Central University of Haryana, Haryana https://orcid.org/0009-0009-5319-5394
Komal Yadav Research Scholar, Department of Management Studies, Central University of Haryana, Haryana https://orcid.org/0009-0001-5994-2049
Vaishali Ojha Assistant Professor, N. L. Dalmia Institute of Management Studies and Research, Mumbai https://orcid.org/0000-0001-9453-7068
Ashish Mathur Professor, Department of Management Studies, Central University of Haryana, Haryana, https://orcid.org/0000-0002-2324-0504

DOI: https://doi.org/10.21844/crr.v2i02.1132

Keywords: Sustainable Practices, Consumer Behaviour, Green Cosmetics industry, Consumer Awareness, Eco-friendly

Abstract

Abstract
The study aims to assess the awareness level of consumers regarding the adoption of environmentally friendly practices by the cosmetic industry and their propensity to buy eco-friendly cosmetics and to determine the potential obstacles to and driving forces behind the adoption of eco-friendly cosmetics by consumers. The study employs a quantitative research approach to evaluate consumer awareness, purchase intent, and factors influencing the adoption of sustainable cosmetics. Through an online survey using convenience and snowball sampling, data collection was done. Regression analysis, percentage analysis, and descriptive statistics were all performed using SPSS to test hypotheses. According to the results, 44.5% of respondents had just a partial understanding of green cosmetic procedures, whilst 25.5% were fully aware of them. Nonetheless, 8.2% were ignorant and 21.8% were unsure, highlighting the need for more education. Natural ingredients, eco-friendly packaging, and cruelty-free claims are what drive consumers’ demand for eco-friendly skincare and hair care products. Low awareness levels are confirmed by hypothesis testing; however, awareness and purchase intent are positively correlated. To encourage the use of sustainable cosmetics, issues including increased prices, scepticism and restricted availability must be resolved. The study adds to the body of existing literature by assessing the awareness level of consumers regarding the adoption of environmentally friendly practices by the cosmetic industry and their propensity to buy eco-friendly cosmetics and determining the potential obstacles to and driving forces behind the adoption of eco-friendly cosmetics by consumers. The study uses a structured questionnaire, which may limit the depth of responses, which could lower the quality of the insights. Furthermore, because it is cross-sectional, it only records a single moment in time and ignores changing patterns. This study advances sustainability research in the cosmetic industry. It helps firms target environmentally sensitive consumers, enhance marketing tactics, and solve issues with accessibility and cost. The results can be used by policymakers to support green policies, making the beauty business more competitive and sustainable.