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A Study on Consumer Attitude Towards Green Marketing in Cosmetics Industry

 

 

Nithiksha E , MBA Students, Jerusalem College of Engineering, Chennai, Tamil Nadu, India

Muthumani S, Professor and Head MBA, Jerusalem College of Engineering, Chennai.

John Walsh, Associate Dean and Director, International College,  Krirk University , Thailalnd.

 

 

Abstract

In recent years, the cosmetics industry has witnessed a paradigm shift towards sustainability, with an increasing number of brands adopting green marketing strategies to appeal to environmentally conscious consumers. This study investigates consumer attitudes and perceptions toward green marketing practices in the cosmetics industry. The primary objective is to understand how factors such as environmental awareness, product attributes,  and perceived value influence consumer purchasing decisions for green cosmetic products.

The research adopts a descriptive design and utilizes a structured questionnaire to collect primary data from consumers across different demographic groups. The data were analysed using statistical tools including percentage analysis, chi-square tests, correlation, and one-way ANOVA to examine relationships between demographic variables and attitudes towards green marketing initiatives. The results indicate that a majority of respondents possess moderate to high awareness of green marketing concepts and express a favourable attitude toward eco-friendly cosmetic products. Consumers perceive green cosmetics as safer, more ethical, and better aligned with their personal values. However, scepticism persists regarding the authenticity of green claims, and higher prices often serve as barriers to purchase.

The findings suggest that effective green marketing requires transparency, consistent eco-friendly practices, and credible communication to build consumer trust. The study highlights that green marketing not only enhances brand image and customer loyalty but also contributes to sustainable business practices and environmental protection. The implications of this research emphasize the need for cosmetic companies to integrate sustainability into their core marketing strategies and educate consumers about the tangible benefits of green products. Overall, the study provides valuable insights for marketers, policymakers, and researchers interested in promoting responsible consumption and fostering a greener marketplace within the cosmetics sector.

Keywords: Green Marketing, Consumer Attitude, Eco-friendly Cosmetics, Sustainable Consumption, Environmental Awareness, Brand Credibility, Consumer Behaviour

 

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